THE 
LIQUOR-BOOK 

By  CHARLES  AUSTIN  BATES 


The   Liquor   Book* 

No.  


Issued  to 


Tlie  eoiujili'te  service  wliicli  tliis  hook  I'anios  with  it  will  lie 
given  on  deiuand  at  any  time  after  the  full  subscription  price, 
twentj--flve  ($'25.00)  dollars,  has  been  received  by  the  Charles  Austin 
Bates  Syndicate. 

This  service  is  coverinl  by  the  coupon  lH)()k  which  accompanies 
the  Lii(iiiir  IJook.     Each  coupon  liook  contains: 

I  Coupon  entitling  the  iiolder  to  a   letter  of  criticism  and 

advice. 
1  Coupon  entillinf4  the  holder  to  a  plan  for  changing  from 

credit  to  cash. 
1  Coupon  entitling  the  holder  to  receive  the  monthly  paper. 

"  (loou  Ai)Vi;HTisrN(4."  for  one  year. 
1  Coupo'i  entitling  the  holder  to  book  of  store  rules  such 

as  are  used  by  leading  houses. 
1  Coupon   entitling  the   holder   to    "  Thk   Show    Wini)0-\v" 

(monthly),  for  three  months. 
•225  Coupons,  each  entitling  the  holder  to  purchase  one  single. 

or  half  column,  wood  base  cut  at  sixteen  (1('>)  cents  and 

jiostage.     Or  to  double  cohimn,  or  metal  base  cuts  at  the 

cost   stated  on  the  following  i'agt>. 

Ordy  a  |>art  of  tlie  cuts  shown  in  this  hook  are  made  in  the 
double  c(dumn  si/e.  If  you  want  douhle  column  cuts  we  suggest 
that  vou  llrst  semi  fiu'  liic  nuniheis  of  those  made  in  tliat  size. 


This  hook  ,111(1  its  aocompanj'ingc^uponB  are  sold  and  shipped 

ill  onl.v  oiH'  \v;iy     l>y  ('.  O.  1).  express,  all  charj^esi-ollec't,  or  payment ^"^'"T^ 
may  Ih>  sent  in  ailvaiicc  in  wiiicli  case  llic  book  will  l)f>  spiil   by   mail,  j^_  >f 
[iDstaiic  paid.       Thf*  cx'lra.ordiiiary  privileges  we  extend  to  our  siib- 
scriiters    make   it  absolutely  iuipossii)le  for  lis  to  burden  ourselves    ftlu(L£' 
witli  tlie  detail  oj'  bookke(^i)ing,  colleetioiis,  ete.  C^"t^'"~-C 

The  coupons  which  i)ermit  tlie  purchase  of  single  or  half  column     > 
wood  liase  cuts  at  sixteen  cents  and  fou)'  cents  postage,  also  entitle 
ihe  holder  to  single  and  half  column  metal  base  cuts  at  twenty-five 
(•eiits  and  twelve  cents  postage,  to  double  column  wood  base  cuts  at      <~A 
twenty-live   cents   and    sixteen    cents    postage;   to  double   column        ^   . 
metal  base  cuts  at  sixty  cents  and  foi'ty-eight  cents  postage.  J^^7^ 

Wlien  cuts  are  ordered  one  coupon  must  be  enclosed  for  each  ' 

cut,  and  the  cash.  New  York  draft,  stamps  or  money  order  to  cover  p 
the  cost  of  cuts  and   postage,  must   be   enclosed    with   the   order.  /■ 

Orders  without  cash  will  not  ))e  tilled  in  any  case.  We  are  supply- 
ing the  cuts  at  the  bare  cost  of  making  and  handling,  and  we  can- 
not add  to  our  expense  by  bookkeeping. 

We  strongly  urge  our  new  subsci  ibers  to  select  a  number  of  cuts 
to  be  sent  at  one  time  by  express,  instead  of  by  mail,  as  the  express 
charges  will  lie  less  than  postage.  In  this  case  remit  only  the  cost 
of  tlie  cuts,  and  (lay  the  express  charges  on  delivery. 

It  is  understood  that  all  the  coupons  are  void  unless  used  before 


The  Charles  Austin  Bates  Syndicate, 

Vanderbilt    Building, 

New  York. 


1  '^     LJ 


2  3^^- 


THE 


LIQUOR  BOOK 


EDITED  BY 

CHARLES  AUSTIN  BATES 


NEW    YORK 

The  Charles  Austin  Bates  Syndicate 
1899 


Copyright  J  899 
The  Charles  Austin  Bates  Syndicate 


^30'^'^  r 


Advertising  a  Liquor  Store* 

The  averag-e  liquor  store  neg-lects  almost  entirely  one 
of  the  most  profitable  branches  of  the  business— the 
famih'  trade. 

The  liquor  store  that  is  satisfied  with  the  trade  that 
naturally  comes  to  it  overlooks  a  very  fruitful  and  profit- 
able field.  If  a  man  is  satisfied  to  sit  quietly  on  his 
particular  corner  and  take  what  trade  comes  to  him,  it 
is  safe  to  say  that  he  will  never  amount  to  much  in  the 
business,  comparatively  speaking-. 

Of  course  if  a  man  sells  g-ood  liquors,  has  an  attractive 
and  pleasant  store  and  treats  his  customers  properly  he 
will,  in  course  of  time,  build  up  a  profitable  and  measur- 
ably satisfactory  business. 

The  ambitious  and  energetic  man,  however,  should 
look  for  something  more  than  neighborhood  and  tran- 
sient trade.  He  should  not  be  satisfied  with  serving 
people  well  who  come  to  him,  but  he  should  try  to  bring 
pvople  who  would  never  think  of  coming,  or  bring  them 
oftener  than  they  would  naturally  come. 

He  can  do  this  through  the  right  sort  of  advertising. 
Of  course,  he  must  have  the  right  goods  and  the  right 
sort  of  store  and  be  able  to  serve  his  patrons  with  what- 
ever they  wish  and  to  please  and  satisfy  them  in  every 
instance.  That  is  pre-requisite  to  success  in  any  line  of 
business. 

Having  the  right  store,  the  right  goods  and  the  right 
location,  any  liquor  dealer  can  build  up  a  very  handsome 
business  by  advertising— a  business  which  he  would  not 
otherwise  get  and  which  perhaps  nobody  else  would  get. 

A  certain  percentage  of  the  population  knows  that 
it  wants  liquors  and  is  going  to  get  them.  A  far  greater 
percentage  does  not  know  what  it  wants  in  the  line  of 


4  THE  LIQUOR  BOOK. 

liquor  and  wouldn't  know  what  to  do  with  it  if  it  had  it. 

You  can  g-et  the  trade  of  both  these  classes  by  talking- 
to  them  in  the  right  V7a.y.  The  rig-ht  waj^  is  not  the 
vague,  general  style  of  advertising-.  Don't  expect  to  g-et 
business  by  printing-  3'our  name  and  address  and  simply 
adding-,  "Fine  wines,  liquors  and  cigars." 

■Nowadays,  you  have  to  tell  people  precisely  what  you 
have  to  sell,  how  and  why  it  is  g-ood,  and  what  the  price 
is.  Take  the  public  into  3'our  confidence  full}-.  Tell 
just  why  3'ou  are  able  to  serve  them  satisfactorily  and 
why  it  is  3'OU  can  g"ive  them  the  best  goods  at  a  money- 
saving-  price. 

The  most  important  thing-  in  the  liquor  business  is 
the  perfect  purit}^  of  your  g-oods.  Alwa3's  harp  upon 
that  point  and  never  fail  to  make  it  emphatic  in  all  your 
advertising-. 

Tell  people  how  long-  you  have  been  in  business,  how 
wide  your  experience  has  been,  and  make  it  plain  to  them 
that  you  know  what  the  best  liquors  and  wines  are, 
where  they  are  to  be  secured,  and  how  to  buy  eco- 
nomically. 

Tell  them  all  about  your  leading-  brands  of  whiskey, 
gin,  wine,  etc.,  where  they  come  from,  how  old  they  are, 
and  how  you  know  they  have  no  superior.  Tell  them 
that  you  buy  3-our  liquors  onlj-  in  original  packag-es,  and 
when  liquor  comes  from  the  bonded  warehouse,  always 
make  mention  of  that  fact  and  point  out  that  its  age  and 
purity  are  g-uarantced  b^^  the  United  States  Government. 

Tell  them  that  everything  they  buy  of  you  goes  to 
them  just  as  it  came  to  you,  without  any  adulteration, 
blending,  fixing-  or  anything-  of  that  sort. 

Point  out  all  the  details  in  regard  to  your  port,  sherry 
and  other  wines,  just  as  you  do  in  regard  to  your  whiskey 
and  other  liquors. 

If  3'ou  care  to  build  up  a  bottle  trade  in  beer  and  ale 
tell  what  sorts  you  handle  and  all  about  them.     Make 


THE  LIQUOR  BOOK.  5 

people  understand  that  you  know  that  your  beers  are 
brewed  from  pure  malt  and  hops  under  conditions  of 
perfect  cleanliness,  and  that  they  have  no  superior  either 
in  point  of  flavor  or  healthfulness. 

Do  not  try  to  advertise  your  whole  store  and  every- 
thing- in  it  at  one  time.  Take  one  thing,  or  one  or  two 
thing-s  of  the  same  character,  at  a  time.  Tell  all  about 
them  and  then  stop.  Leave  other  thing-s  for  other  times. 
Always  state  in  your  advertising  the  prices  of  the 
g-oods,  and  state  whether  you  deliver  them  free  or  other- 
wise. 

If  your  store  is  located  centrally  you  can  profitably 
use  all  the  newspapers,  or  all  the  g:ood  newspapers,  in 
town.  If  you  are  not  centrally  located  there  is  probably 
some  one  or  two  papers  which  cover  pretty  thoroughly 
all  that  section  of  the  town  which  you  can  reasonably 
hope  to  bring  to  your  store. 

Unless  you  are  in  a  very  large  city,  you  can  afford  to 
use  the  paper  which  is  most  widely  read  in  your  vicinity. 
In  a  large  city,  of  course,  the  advertising  rates  of  a  news- 
paper are  so  high  as  to  seem  almost  prohibitive,  but  even 
if  the  rates  are  high  you  will  find  it  will  pay  to  use  a 
small  ad  even  if  you  can  only  do  so  once  or  twice  a  week; 
that  is,  of  course,  if  you  advertise  wisely. 

Under  no  circumstances  run  what  is  called  a  "stand- 
ing card"  in  a  newspaper.  If  it  does  you  any  good  at  all 
it  will  be  almost  miraculous. 

Whether  your  business  is  in  a  large  city  or  a  small 
one  newspaper  space  is  too  expensive  to  waste  by  putting 
your  name  and  address  in  it  and  letting  it  stand.  Never 
use  the  same  ad  in  two  successive  issues  of  the  same 
paper.     Change  it  every  time. 

In  every  ad  devote  your  space  to  the  description  of 
some  one  thing  and  give  its  price.  Urge  people  to  give 
it  a  trial  and  tell  them  that  if  they  do  not  find  it  precisely 
as  represented  you  will  cheerfully  refund  their  money. 


6  THE  LIQUOR  BOOK. 

Do  not  fall  into  the  common  error  of  telling-  people 
that  you  sell  all  kinds  of  g-ood  brandies,  whiskies,  g"ins, 
wines,  ales  and  beer.  They  probably  know  that  already. 
If  they  don't,  there  is  nothing-  particularly  interesting-  in 
it,  anyway.  Nobody  is  going-  to  come  or  send  for  all 
these  thing-s. 

Pick  out  one  thing-  and  harp  on  that.  If  you  advertise 
port  wine,  for  instance,  and  praise  it  up  to  the  skies,  you 
will  catch  the  attention  of  a  certain  number  of  people 
who  want  port  wine,  or  will  think  they  want  it  when 
they  read  your  ad. 

You  can  catch  the  trade  of  some  of  the  people  who 
are  in  need  of  the  article  you  offer,  but  if  j'ou  offer  every- 
thing- at  once,  you  will  scatter  your  shot  so  widely  that 
you  won't  hit  anybody  at  all. 

If  you  can  afford  the  space,  always  use  a  cut  in  3'our 
advertisements.  This  is  the  ag-e  of  cuts  in  advertising- 
and  in  a  newspaper  where  cuts  are  allowed  the  ad  that 
is  not  illustrated  stands  a  prett}'  slim  chance  of  being- 
seen  and  read. 

On  the  other  hand,  if  you  have  an  attractive  cut  you 
are  sure  of  catching-  the  eye  of  nearly  ever3'bod3'  who 
opens  the  paper,  and  when  you  have  once  attracted  their 
attention  the  chances  are  that  the}-  will  g-o  on  and  see 
what  it  is  you  have  to  say. 

When  it  is  possible  to  do  so,  use  cuts  that  have  some 
connection  with  the  article  you  are  offering-,  or  with 
liquors  g-enerally.  Make  your  talk  as  terse  and  simple 
as  is  possible.  Do  not  think  that  it  is  necessary  to  use 
long  adjectives  or  pompous  phrases.  The  best  advertis- 
ing is  always  the  simplest 

Plain,  frank,  sensible  statements  carrj-  conviction 
with  them.  The  shorter  and  simpler  your  statement  is 
the  more  likely  people  will  be  to  believe  it.  When  ^-ou 
commence  to  cover  up  what  you  have  to  say  with  big- 
words   and   extravag-ant   statements,   just   that   moment 


THE  LIQUOR  BOOK.  7 

people  will  beg-in  to  have  doubts  about  your  truthful- 
ness. 

Use  space  enoug-h  to  properly  display  all  you  have  to 
sa}'.  Be  careful  not  to  crowd  your  space.  People  are 
too  busy,  nowadaj-s,  to  read  fine  print  in  advertising-. 
They  will  almost  invariably  skip  an  ad  that  looks 
crowded  and  hard  to  read. 

Upon  this  question  of  display,  3'ou  should  bear  in 
mind  that  g-ood  display  does  not  necessarily  mean  big- 
type.  It  all  depends  upon  the  surrounding-s  of  the  ad. 
If  the  newspaper  in  which  you  advertise  uses  a  great 
deal  of  big-,  black  type,  and  if  the  ads  around  you  are 
displayed  in  that  manner,  3'ou  will  g-et  the  best  effect  by 
having-  your  ads  printed  in  light,  clear  t3'pe  with  no 
black  display  whatever,  but  with  plent\'  of  white  space 
around  it.  A  light,  white  ad  of  this  kind  stands  out 
wonderfully  when  it  is  surrounded  with  ads  which  are 
full  of  big-,  black  type. 

On  the  other  hand,  if  the  advertisers  in  your  paper 
do  not  use  much  heav}-  display  tj'pe,  you  will  g-et  the  best 
effect  by  using-  the  heaviest  headlines  you  can  consistently 
use.  Get  3'our  display  all  into  the  headlines  of  your 
ads.  Do  not  run  display  lines  all  throug-h  them,  as  it 
spoils  the  appearance  of  the  ad,  uses  up  valuable  space, 
and  discourag-es  perusal. 

Have  the  body  of  the  ad  all  set  in  one  kind  of  tvpe 
without  any  display  unless  it  is  the  name  and  price  of 
the  article  you  are  offering-.  When  it  is  possible  g-et  the 
name  of  the  articles  into  the  heading-. 

Do  not  make  the  common  mistake  of  displaying  your 
name  too  heavily  at  the  bottom  of  the  ad.  Many 
advertisers  have  their  names  set  up  as  large,  or  even 
larg-er,  than  the  headline.  This  is  all  wrong-,  and  a  sad 
waste  of  space. 

It  is  a  g-ood  plan  to  have  the  name  in  the  same  kind 
of  type  as  the  heading-,   but  much  smaller.     People  are 


8  THE  LIQUOR  BOOK. 

not  interested  in  3'ou,  but  in  what  you  have  to  sell. 
Therefore,  you  want  to  make  your  goods  prominent  and 
not  your  name.  If  what  you  offer  is  tempting  enough 
people  will  find  j-ou  no  matter  how  small  the  size  of  the 
type  in  which  your  name  is  set  may  be. 

The  three  ads  reproduced  here  are  samples  of  strong, 
clean  display  which  almost  an}'  printer  can  duplicate. 

The  ad  of  J.  W.  Seymour  &  Co.  is  a  good  example  of 
a  double  column  ad  with  a  cut  and  a  rule  border.  The 
rule  around  the  ad  holds  it  together  and  makes  it 
prominent.  The  only  fault  with  this  ad  is  that  the  type 
in  which  the  name  at  the  bottom  is  printed  is  altogether 
too  large.  If  it  were  only  half  as  large  it  would  look 
much  better  and  valuable  space  would  be  saved. 

The  ad  of  C.  H.  Edison  &  Co.  is  a  good  example  of 
of  clean,  economical  display.  The  ad  looks  well  and  no 
space  is  wasted. 

The  ad  of  L.  H.  Thomas  illustrates  another  good 
method  of  using  a  cut  and  a  border.  The  heavy  type  in 
which  the  heading  is  set  draws  attention  to  the  ad  at 
once  and  greatly  increases  its  effectiveness. 


THE  LIQUOR  BOOK. 


GOOD  JUDGES 

of  wines  and 
liquors  are  our  best 
customers.  We  ^ot 
their  custom  by  our 
low  prices.  We  hold 
it  by  the  excellence 
and  perfect  purity 
of  our  jj^oods. 

Everything  that 
comes  from  us  is  in 
a  state  of  perfect 
purity,  of  just  the 
right  age  and  of  full  strength.  We  do 
not  adulterate  or  blend  our  goods  in  any 
way. 

We  give  you  just  what  you  want,  just 
as  you  want  it  and  at  the  least  possible 
price  consistent  with  the  high  quality. 

You  can't  be  too  careful  in  choosing  your 
wines  and  liquors  and  you  must  agree  that 
it  pays  to  buy  on  the  safe  side. 

Buying  of  us  means  perfect  safety  and 
satisfaction  as  well  as  economy.  Give 
our  goods  a  trial  and  we  are  confident  we 
can  make  you  a  steady  customer. 

J.  W.  SEYMOUR  &  CO. 


10 


THE  LIOUOR  BOOK. 


LET  US  SERVE  YOU 

with  whatever  you  may  need  in 
the  drinkable  line.  We  deliver 
g-oods  free  to  any  part  of  the 
city  and  make  a  specialty  of 
furnishing-  families  with  wine, 
ale,  beer  and  table  drinks  of 
all  kinds. 

Your  favorite  drink  is  sure 
to  be  here  and  you  enjoy  your 
meals  so  much  the  more  on  ac- 
count of  the  knowledg-e  thatyou 
have  the  best  and  purest  drink 
that  money  can  buy. 

We  personally  g-uarantee  the 
perfect  purity  of  all  our  oroods 
and  our  prices  are  always  rea- 
sonable. 

C.  H.  EDISON  &  CO. 


r 


THE  LIQUOR  BOOK. 


'%/%^%^%/%^%/%^%/%/%/%.'%/%.'' 


11 


t 


Good, 

Pure 

Beer 


is  much  more  a  necessity 
than  aluxury.  It  is  not  only  a  refresh- 
ing and  invigorating  drink,  but  it  is 
an  aid  to  digestion  and  perfect  health. 
The  healthiest  people  are  beer 
drinkers,  provided,  of  course,  they 
drink  pure  beer. 


We  want  to  emphasize  the  fact  that 
we  sell  only  the  purest,  best  and  most 
wholesome  beer  and  that  we  guarantee 
it  to  be  brewed  of  the  finest  materials 
and  under  the  cleanest  and  most  whole- 
some conditions. 

We  would  be  glad  to  have  the  chance 
to  deliver  a  case  of  beer  at  your  resi- 
dence and  have  you  give  it  a  trial. 
We  feel  sure  that  if  we  once  got  you 
to  give  it  a  trial  our  beer  would  always 
be  on  your  dinner  table  hereafter. 
Drop  us  a  postal  card  and  let  us 
deliver  a  case. 


L.    II.   THOMAS. 


4'^^%^%/%^%^^^'%^%^%^%^%^'%^ 


^ 


12  THE  LIQUOR  BOOK. 

Aside  from  newspaper  advertising-,  the  liquor  dealer 
will  find  in  circulars  a  very  profitable  medium,  provided 
the  circulars  are  prepared  and  printed  as  they  oug-lit  to 
be.  Don't  use  anything-  cheap  or  shoddy  or  unattractive. 
If  you  can't  have  the  best  don't  have  any.  Use  nice 
paper,  nice  cuts,  and  employ  the  best  printer  within 
reach. 

If  you  send  circulars  throug-h  the  mail  enclosed  in 
envelopes  it  is  best  to  send  them  sealed  under  a  two-cent 
stamp  and  with  nothing  on  the  envelopes  to  show  where 
they  come  from.  They  will  then  bear  the  appearance  of 
a  personal  letter  and  will  receive  attention. 

The  ordinar}^  circular  sent  under  a  one-cent  stamp 
has  become  so  familiar  that  it  is  apt  to  be  thrown  away 
without  even  being  glanced  at.  If  you  want  to  send  out 
matter  that  will  cost  but  one  cent  for  postage  get  up 
something  odd  and  unique  in  the  way  of  a  folder  or  card. 

The  value  of  pretty  booklets  is  great.  It  will  pay 
3'ou  to  get  up  a  handsome  and  attractive  booklet  from 
once  to  two  or  three  times  a  year.  Of  course  the  booklet 
should  be  well  written  and  made  as  interesting  as  it  can 
possibly  be.  It  should  be  well  illustrated,  too,  and  have 
a  neat,  colored  cover. 

Try  to  tell  in  these  booklets  all  the  facts  about  your 
business  that  will  be  likely  to  interest  the  public  and  see 
that  one  gets  into  the  hands  of  everybody  whose  custom 
3'ou  have  any  chance  of  getting.  If  the  booklet  is 
attractive  enough  and  its  contents  are  sufficientl}'  interest- 
ing it  will  be  preserved  indefinitely  and  will  serve  to 
keep  you  and  your  business  in  the  minds  of  the  public. 

In  this  mail  matter  always  describe  the  goods  full}- 
and  give  the  prices.  When  possible,  devote  each  piece 
of  matter  to  one  particular  article.  If  you  want  to  take 
up  several  things,  have  plenty  of  space  in  which  to  do  it 
and  display  the  name  of  each  article  as  you  go  along,  so 
that  if  a  man  is  interested  in  gin,  for  instance,  his  eye 


THE  LIQUOR  BOOK.  13 

will  strike  the  para^-raph  devoted  to  gin  and  he  will  be 
likely  to  read  that  even  if  he  reads  nothing  else. 

In  every  packa^re  that  leaves  your  store  there  should 
be  some  piece  of  advertising:  matter  enclosed.  Have  on 
hand  a  stock  of  little  folders  devoted  to  various  articles 
and  slip  one  into  every  packa-e.  Don't  put  in  a  lot  of 
them.  Put  in  one  and  see  that  it  is  attractive  and  dainty 
enoug-h  to  be  preserved. 

I  have  before  me  a  piece  of  advertising:  matter  ot  this 
kind,  intended  to  be  enclosed  with  packa^res,  that  comes 
from  a  Buffalo  liquor  dealer.  It  is  a  folder  about  5  in.  x 
3  in  wdth  a  cut  on  the  front  pa^^e  and  one  on  the  back. 
It  is  printed  in  two  colors,  on  li-ht  green,  deckle-edged 
paper.  It  is  entitled  -Ye  Olden  Time  Blackberry  Wine," 
and  inside  it  reads  as  follows: 

"Blackberry  Wine  that  is  made  right  and  kept  right 
is  not  only  a  pleasant,  delicate  and  refined  beverage,  but 
it  is  better  than  medicine  for  the  dyspeptic,  invigorating 
and  strengthening  to  the  aged,  and  invaluable  to  the 
convalescent.  Its  curative  properties  in  cases  of  dis- 
orders of  the  stomach  and  bowels  are  well  known. 

"I  have  a  fine,  old,  pure  Blackberry  Wine  that  con- 
tains but  the  pure  juice  of  an  especially  cultivated  black- 
berry and  the  best  of  granulated  sugar.  It  contains  no 
chemicals  or  compounds,  nor  is  any  alcohol  used  m  its 
manufacture. 

"  It  is  made  in  the  good,  old,  honest  way. 

"For  a  table  wine  or  after-dinner   drink    it  has  no 

superior      It  never  loses  the  delicious  flavor  of  the  berry. 

''  I  fully  o-uarantee  this  wine  to   be  everything  it  is 

claimed  to  be,  and  to  withstand  chemical  tests  as  to  its 

^"""^To  advertise  this  wine  I  sell  it  at  my  bar  at  five 
cents  a  large  glass.  __ 

"Full    quart    bottles   50   cents,    or    bl./o    a    gallon 
delivered  free  to  any  part  of  the  city." 


14  THE  LIQUOR  BOOK. 

Now,  this  is  exactly  the  rig-ht  kind  of  talk.  It  is 
devoted  to  one  thing  and  it  tells  all  about  it.  I  do  not 
see  how  it  could  fail  to  interest  ever3-bodv  who  is 
interested  in  Blackberry  Wine  and  it  seems  as  if  it  must 
sell  a  Tot  of  wine  to  people  who  have  never  before  under- 
stood how  g-ood  blackberr}-  wine  is,  and  how  useful  it  is 
to  have  in  the  house. 

Just  before  Thanksg-iving-  and  just  before  the  holiday's 
you  have  an  excellent  opportunity  to  do  some  good 
advertising.  Cover  3'our  section  thoroughly  with  adver- 
tising matter  telling  the  people  just  what  thev  ought  to 
have  to  properly  supply  the  holiday  table,  and  just  why 
they  should  buy  these  things  from  3'ou. 

Tell  them  just  what  wines  they  should  have  and  how 
they  should  be  served.  Tell  them  what  sort  of  punches 
are  the  proper  thing  for  holidav  festivities  and  how  to 
make  them.  People  will  welcome  this  sort  of  informa- 
tion. 

There  are  an^-  number  of  people  who  haven't  the 
slightest  idea  as  to  what  wines  are  proper  with  certain 
dinners  and  with  the  different  courses,  nor  how  they 
should  be  served.  Lots  of  people  in  your  vicinity  would 
serve  wines  and  make  mixed  drinks  and  punches  for 
their  guests  if  the}-  only  knew  how  to  do  it.  But  they 
don't  know  and  are  afraid  of  making  mistakes. 

If  there  is  anything  about  this  subject  3'OU  don't 
understand  yourself,  by  all  means  find  out.  Post  your- 
self thoroughly  upon  the  subject.  Find  out  just  what 
wines  are  considered  the  proper  thing  on  all  occasions 
and  master  every  detail  as  to  their  proper  serving. 

Learn  also  how  wines  should  be  handled  in  cooking  as 
well  as  on  the  table.  Then  tell  the  people  all  about  it. 
Get  up  a  little  booklet,  for  instance,  on  the  subject  of 
sherry.  Tell  people  what  it  is  and  how  and  when  it 
should  be  served.  Tell  them,  also,  with  what  dishes 
sherry    should    be    used    in    cookintr.       Give    them    all 


THE  LIQUOR  BOOK.  15 

the  recipes  you  can  g-et  hold  of  in  which  sherry  is  men- 
tioned. 

This  will  interest  a  great  many  women  who  do  not 
know  how  sherry  should  be  used  and  they  will  all  be 
anxious  to  try  it. 

Always  wind  up,  of  course,  with  a  strong-  statement 
of  the  fact  that  their  cookery  will  be  a  failure  if  any  but 
the  best  and  purest  sherry  is  used,  and  that  your  store  is 
the  place  to  come  for  it. 

Constantly  warn  people  ag-ainst  the  dang-ers  of  impure 
wines  and  liquors  and  dwell  upon  the  mortitication  which 
they  will  be  sure  to  feel  if  they  serve  their  g-uests  with 
any  but  the  best. 

If  you  carry  on  an  educational  campaig-n  of  this 
character  and  tell  the  people  all  about  the  different  g-oods 
you  are  pushing-  and  precisely  the  way  in  which  they  are 
to  be  used,  there  isn't  the  slig-htest  doubt  but  that  you 
can  build  up  a  very  profitable  trade  which  would  other- 
■wise  totally  escape  you. 

There  are  in  your  vicinity  scores  upon  scores  of 
families  who  seldom  use  liquors,  wines  or  beer  but  who 
have  no  particular  prejudice  ag-ainst  them.  The  trouble 
is  that  the}'  do  not  know  anything  about  them.  They 
don't  know  how  to -'make  mixed  drinks  or  how  to  serve 
them.  They  don't  know  what  wines  should  be  served 
iced  and  what  wines  should  not.  They  don't  know  how 
to  make  punches  or  anything-  of  that  sort. 

They  don't  know  the  importance  of  having-  some  good, 
pure  liquor  in  the  house.  They  don't  know  how  refresh- 
ing-, invig-orating-  and  healthful  g-ood  beer  is  with  their 
meals  or  just  before  retiring-.  Your  business  is  to  tell 
them  all  these  things. 

Don't  try  to  tell  them  the  w^hole  story  at  once.  Tell 
them  about  one  thing-  and  then  wait  a  while.  Then  tell 
them  about  another  and  be  sure  you  exhaust  the  subject 
while  you  are  about  it. 


16  THE  LIQUOR  BOOK. 

Do  this  in  the  rig-ht  way  and  3'ou  will  arouse  the 
interest  of  the  people  and  bring-  them  to  your  store. 
When  they  g-et  to  your  store  be  sure  that  they  find 
ever^vthing-  just  as  you  have  represented  it. 

Give  them  the  best  of  everything^,  just  as  ^-ou  promised 
to  do,  and  never  sell  the  family  trade  anything  you  are 
not  perfectly  sure  about. 

In  order  to  build  up  such  a  business  as  I  am  talking 
about,  you  must  have  absolutely  and  positively  the  very 
finest,  choicest  and  purest  of  everything-.  Otherwise, 
you  will  make  a  dismal  failure  out  of  it. 

It  pays  in  the  long  run  to  sell  nothing-  but  the  best 
and  the  man  who  g-ets  the  reputation  of  keeping-  the  best 
and  g-iving  his  patrons  satisfaction  or  their  money  back 
is  on  the  road  to  success. 

Keep  your  store  in  a  condition  of  perfect  cleanliness 
and  make  it  as  dainty  and  attractive  as  3'ou  can.  Have 
employes  who  are  clean,  well  dressed,  intelligent  and 
polite  and  see  that  they  treat  everybody  just  as  ^'ou 
would  treat  them  yourself. 

Allow  neither  misrepresentation  nor  discourtesy. 
Make  3'our  employes  show  people  the  thing  they  want 
to  see  without  urging  them  in  any  way  to  bu}'.  Tell 
the  facts  about  your  goods  and  let  them  buy  or  not,  just 
as  they  choose. 

Another  thing- — have  3'our  store  so  arranged  that  if 
you  have  a  bar  people  who  come  to  buy  goods  in  bulk 
will  not  have  to  come  in  contact  with  it  unless  they 
choose  to  do  so. 


Ready=Made  Ads 
for  Busy  Merchants 


The  following-  pages  of  ready- 
made,  illustrated  ads  will  be  found 
invaluable.  They  are  so  varied 
that  something-  appropriate  will 
be  found  for  almost  any  occasion. 

You  can  use  the  cuts  with  the 
matter  as  shown,  or  the  cuts  with 
orig-inal  matter  of  your  own. 
Ag-ain  you  will  find  the  ad  matter, 
with  or  without  alterations  or 
additions,  suitable  to  use  without 
the  cuts  if  3^ou  desire.  All  sorts 
of  combinations  of  cuts  and  matter 
can  be  made. 

When  3'ou  want  cuts,  order 
them  by  nwnher  only.  .The  prices 
and  postage  rates  appear  on  inside 
of  front  cover. 

The  ads  are  printed  on  one  side 
of  leaves  only,  with  plenty  of  room 
below  them,  so  that  you  can  add 
prices,  signature,  etc.,  and  then 
tear  out  the  page  to  send  to  the 
printer.  Thus  the  preparation  of 
a  daily  or  weekly  ad  of  the  very 
best  kind  is  a  matter  of  only  a  few 
moments'  work. 


No.  1025. 


Good  Claret 


makes  a  feast  of  the 
plainest  dinner.  It  is  the  table  wine  par  ex- 
cellence. Good  for  spirits  and  digestion. 
Especially  good  in  summer  with  ice  or  min- 
eral water  when  ordinary  water  is  unsafe  to 
drink. 


No.  1034. 


It  Will  Do  You  Good. 

A  little  drink  of  pure  liquor  taken  just 
before  you  go  to  bed  will  do  you  good.  You 
will  sleep  much  better  and  wake  up  feeling 
thoroughly  refreshed.  We  have  just  the 
liquor  you  ought  to  have  at  prices  that  will 
make  purchasing  easy. 


No.  1035. 


The  Things  You  See 


after  drinking  poor 
liquors  are  sometimes  very  unpleasant  to  say 
the  least.  Avoid  such  consequences  by 
drinking  pure,  wholsome  liquor  such  as  you 
are  always  sure  of  finding  here.  If  you 
aren't  one  of  our  regular  customers  come  in 
and  we  will  make  you  one. 


No.  1041. 


A  Good  Tonic. 


Pure  rye  whiskey  is  better  than  any 
patent  medicine.  Our  rye  is  rich,  mellow 
and  fruity-flavored.  It  puts  new  life  into  a 
tired  body  and  strengthens  the  entire  sys- 
tem.    It's  the  purest  on  the  market. 


No.  1054. 


Invigorating  And  Pure. 

Whiskey  is  the  best 


medicine  for  over-worked  brains  and  bodies. 
It  nourishes  and  refreshes  the  nerves,  aids 
digestion,  and  strengthens  the  whole  system. 
It's  the  finest  thing  on  the  market. 


No.  1113. 


Drink  Fine  Old  Port 

rich  and  mellow  and  fruity 
flavored.  A  tonic,  a  strength  builder,  a 
blood  maker. 

Wholesome  alike  in  sickness  or  in  health. 
A  good,  honest,  hearty  wine,  that  makes 
life  worth  living. 

Our  own  "perfectly  pure  port,"  five  years 
old  and  fuUv  guaranteed,  sells  at 


No.  1127. 


Pay  Enough. 

Low  priced  things  are  not  always  cheap. 
Low  prices  are  sometimes  deaily  bought. 
There's  such  a  thing  as  "  extravagent  econ- 
omy " — that  means  saving  on  the  price  at 
the  cost  of  quality. 

We  sell  good,  pure  liquors  just  as  low  as 
it  is  possible  to  sell  them.  We  won't  sell 
the  other  kind  at  any  price. 


No.  1132. 


It's  Hard  Work 

to  do  housework  and 
women  require  a  little  stimulant  now  and 
then  as  well  as  men.  Keep  a  case  of  beer 
in  the  house  so  that  when  the  ladies  feel  like 
it  all  they  will  have  to  do  is  to  help  them- 
selves     The  price  is  low  and  such  a  famous 

beer  as  the is  worth  many  times  what 

it  costs. 


No.  1149. 


Do  You  Like  Egg  Nogg  ? 

You'll  like  it  all  the  better  if  you  use  the 
very  finest  ingredients.  That  means  our 
brandy,  rum  and  sherry.  They  are  pure, 
wholesome  and  palatable. 

Price  list  on  request,  or  better  still,  come 


No.  1150. 


Turn  Over  A  New  Leaf. 

Drink  only  the  best  and  purest  wines. 
"  Best  "  doesn't  always  mean  highest  priced. 
Doesn't  mean  it  at  all  if  you  buy  here. 

\Ye  have  never  handled  a  wine  that  we 
could  not  guarantee  to  be  perfectly  pure. 
We  take  as  little  profit  on  it  as  good  busmess 
policy  allows,  and  as  a  result  our  prices  are 
always  reasonable. 


No.  1151. 


The  Bible  Says 


"  Drink  no  longer  water, 
but  take  a  little  wine  for  thy  stomach's 
sake." 

But  it  must  be  pure  wine.  You  can't  be 
too  careful  in  its  selection.  The  safe  way  is 
to  buy  only  at  the  best  place,  where  the 
dealer's  guarantee  stands  back  of  every  drop. 

It  is  so  with  us. 


No.  1175. 


Sprightly  People 

are  always  popular  and 
deservedly  so.  Nobody  has  any  use  for  dull, 
slow  people  who  have  no  spirit  or  energy. 
When  you  feel  dull  and  tired  take  a  little 
stimulant  to  liven  you  up,  tone  you  up  and 
make  you  feel  that  life  is  worth  living. 
Come  to  us  for  it  and  you  will  always  be 
sure  of  getting  the  best  and  purest  that 
money  can  buy. 


No.  1229. 


This  Is  The  Season 


when  everybody  feels 
the  need  of  a  stimulant.  Don't  think  be- 
cause you  feel  languid  you  are  on  the  verge 
of  the  grave  and  don't  dose  yourself  with  all 

sorts   of    medicines.       Take   a    little 

whiskey  when  you  feel  the  need  of  it  and  it 
will  tone  up  your  entire  system  and  make 
you  feel  like  another  person. 


No.  1234. 


If  Your  Mirror  Tells  You 

that  you  are  getting  thin 
and  run  down  don't  think  that  you  have  got 
to  take  a  whole  drug  store  in  order  to  renew 
your  health  and  vigor.  A  little  good  whis- 
key taken  three  or  four  times  a  day  is  one  of 
the  best  of  tonics  and  strength  builders.  If 
you  want  to  prove  this  get  a  bottle  of  our 

Rye  and  take  it  in  this  way  and  note 

the  result. 


No.  1299. 


The  Best  Of  All. 


"  All  whiskey  is  good — but  some  is  better 
than  others." 

There  is  one  whiskey  that  is  the  best  of 
all  whiskies.  It's  pure,  wholesome  and 
healthful.  It  is  strengthening,  invigorating, 
and  without  harmful  effect. 


No.  1300. 


Take  A  Night=Cap 


of  our  famous  old- 


whiskey  if  you  want  sound,  dreamless  sleep 
and  thorough  refreshment.  It  has  no  equal 
for  purity  and  delicate  flavor.  It  is  just  the 
sort  of  whiskey  a  discriminating  man  likes 
and  the  price  is  only 


No.  1301. 


Even  a  Wooden  Indian 


would  be  pleased  by  the 
snappy  taste  of  the  whiskey  we  have  for 
sale.  You  can't  get  better,  because  better 
isn't  made.  If  it  was,  we'd  have  it  our- 
selves. It  is  fine  and  pure,  and  contains 
strength  and  life  for  anybody  who  uses  it. 


No.  1302. 


Ask  Any  Man 

who  is  a  judge  of  good 
liquor  and  he  will  tell  you  that  our  reputation 
for  the  finest  goods  at  reasonable  prices  is 
not  excelled  by  anyone  in  the  city.  And  if 
you  want  to  see  how  true  it  is  give  us  a  call. 


No.  1303. 


World=Renowned 


Whiskey  is  famous 

the  world  over  for  its  excellence  and  health- 
giving  qualities.  It  will  make  a  sick  man 
well,  and  while  making  him  we  1,  will  give 
him  strength  to  continue  his  work. 

It  does  this  because  it  is  the   best— the 
purest— the  finest  on  the  market. 


No.  1321. 


That  Tired  Feeling 

is  unavoidable,  but  if 
you  knew  how  easy  it  was  to  overcome  you 
would  refuse  to  suffer  from  it.  A  little  good 
wine  or  a  bottle  of  pure  beer  is  the  best  thing 
in  the  world  to  brace  you  up  and  set  you 
right. 

We  make  a  specialty  of  furnishing  families 
with  pure  wines  and  beers  for  family  use  and 
we  would  like  to  have  your  name  on  our  list. 


No.  13'?^. 


When  You  Go  Home 


from  a  shopping  or  call- 
ing trip  how  often  you  wish  you  had  a  re- 
freshing drink.     Why  don't  you  keep  a  little 

in  the  house  to  use  on  such  occasions  ? 

We  can  sell  you  the  very  purest  and  best  at 
only a  quart,  and  there  is  surely  no  ex- 
cuse for  going  without  when  such  goods  can 
be  bought  at  such  low  prices. 


No.  1:579. 


Keep  Your  Good  Looks 

and  your  youthful  ap- 
pearance by  that  best  of  medicines,  Old  Tom 
Gin.  It  has  a  practically  beneficial  effect 
upon  the  system,  and  for  women  particularly 
is  a  highly  valuable  medicine.  If  you  give 
it  even  a  short  trial  you  will  be  surprised  to 
note  its  beneficial  efifect. 


No.  1418. 


The  Picture  Of  Health 


is  a  very  attractive  pic- 
ture to  gaze  upon  and  one  that  is  seen  none 
too  often.  The  Germans  are  the  healthiest 
looking  people  in  the  world  and  you  know 
what  beer  drinkers  they  are.  Just  such  pure, 
perfect  beer  as  they  drink  can  be  delivered 
to  your  home  at  a  very  low  price  and  there 
is  not  the  slightest  doubt  but  that  it  will  add 
to  your  health,  happiness  and  personal 
appearance. 


No.  1429. 


Before  And  After. 


Give  our  Old  Tom  Gin  a  thorough  trial 
and  you  will  notice  a  remarkable  improve- 
ment in  your  appearance.  It  is  the  best  of 
medicines  for  women  and  is  much  safer  and 
more  wholesome  than  many  of  the  so-called 
remedies.  Our  Gin  is  unsurpassed  for  it& 
purity  and  is  fully  guaranteed  by  us. 


No.  1509. 


The  New  Woman 


knows  a  thing  or  two. 
Who  ever  saw  a  new  woman  who  was  pale 
and  thin  ?  Rich  Port  Wine,  pure  and  in- 
vigorating, will  build  up  a  woman  quicker 
than  anything  else.  It  is  Nature's  own 
tonic.  It  fills  out  hollow  cheeks  and  thus 
drives  away  wrinkles.  It  stretches  the 
nerves  taut,  and  makes  the  eyes  bright.  It 
gives  permanent  strength  and  health. 

Ours  is  perfectly  pure,  it  is  not  adulterated 
in  any  way,  and  tastes  like  cool  crushed 
fruit. 


No.  1559. 


We  Prescribe 


our  very  healthful  wines 
and  liquors  both  in  cases  of  sickness  and  as 
a  beverage.  Taken  when  ill  they  will  make 
you  well  and  taken  when  in  health  they  will 
keep  you  healthy. 


No.  163:3. 


Anything  You  Want. 

Whatever  you  may  want  from  champagne 
to  beer  you  will  always  be  sure  of  finding 
here  in  wide  variety  and  at  exceptionally 
low  prices.  Whether  you  want  wine  for  a 
party  or  beer  for  table  use  come  to  us  for  it 
and  you  will  always  be  perfectly  satisfied 
with  the  result. 


No.  1783. 


Dewey  Did  It 

by  being  ready  and  by 
having  nerve  enough  to  go  ahead.  That's 
what  is  required  in  business  life  as  well  as  m 
anything  else -the  right  sort  of  preparation 
and  the  pluck  to  go  ahead.  If  you  want  o 
see  how  this  particular  work  is  applied  to 
the  liquor  business  give  this  store  a  trial. 
We  have  the  right  goods  and  courage  to 
make  the  right  prices. 


No.  3000. 


"  Your  Health  And  Your 

Families." 

Every  one  is  familiar  with  Kip  \^an 
Winkle's  famous  toast.  If  you  drink  it  in 
our  whiskies,  brandies,  rums,  or  wines  pur- 
chased from  us,  it  is  doubly  pleasant,  for  the 
reason  that  you  are  certain  of  their  quality 
and  their  flavor  speaks  for  itself.  If  you 
imitate  Rip  and  go  hunting  or  fishing  these 
warm  days,  let  us  fi.\  you  up  with  a  supply 
of  cooling  drink. 


No.  :{001. 


A  Bottle  Of  Wine 

With  Dinner 

will  make  a  thin  man, 
stouter — a  weak  man,  stronger — and  a  sick 
man  healthier.  All  good  wine  contains  iron, 
and  a  doctor  will  tell  you  that  iron  is  the 
best  of  tonics,  and  the  best  of  blood  makers. 
He  will  also  tell  you  that  a  bottle  of  wine 
with  dinner  is  the  pleasantest  way  to  take 
your  iron. 

We  keep  wines  at  prices  to  suit  all  purses, 
and  guarantee  that  the  cheapest  as  well  as 
the  highest-priced,  is  absolutely  pure. 


No.  3002. 


^,,U!b':<^'/ 


A  Social  Glass. 

Only  the  best  liquor  is  good  enough  for 
you  and  surely  only  the  best  is  good  enough 
for  your  friends.  We  sell  nothing  but  the 
purest  and  cleanest  stuff  in  the  market. 
Some  one  dealer  must  have  better  advantages 
to  offer  than  others.  There  must  be  good 
liquor  somewhere.  It  won't  take  very  long 
to  find  it  it  you  start  here. 


No.  :500;i. 


It's  Really  Surprising 

the  amount  of  good  a 
pure  wine  will  do  a  man,  woman  or  child. 
But  be  sure  it  is  good — that's  the  most  im- 
portant thing.  Bad  wine  is  very  good — if 
you  want  to  be  ill.  In  case  you've  been 
using  bad  stuflf  the  only  way  to  do  is  to  get 
some  good  stuff  from  us  and  get  well. 
Prices  are  right.     Goods  are  right. 


No.  ;50()4. 


There's  Strength  In  It. 

There's  health  and  beauty  in  it  for  every 
man,  woman  and  child  living. 

\Vhiskey  will  make  strong  the  weak- 
est porson-with  a  strength  that  will  last. 
It  will  pick  you  up  off  the  ground  and  start 
you  in  the  right  direction.  It  will  make  the 
blood  clean  and  strong.  It  will  put  you  in 
condition  to  do  vour  part  toward  makmg  the 
world  move.  A  person's  capacity  for  enjoy- 
ment is  measured  by  their  physical  condition 

The  use  of  ■ for  a  short  time  will  work 

wonders.     It  is  carefully  prepared  and  free 
from  all  adulteration. 


No.  3005. 


Get  Rich 

but  first  get  strong. 
Everything  is  possible  to  a  strong  man  or 
woman— nothing  to  the  sick.  There  are 
many  ways  of  gaining  health  and  strength 
but  the  quickest,  safest  and  most  economical 

is  the  use  of Whiskey      It  is  perfectly 

pure  and  clean-if  it  wasn  t  it  wouldn  t  do 
eood,  and  it  has  done  thousands  of  men  and 
women  good.  It  has  filled  out  the  hollows 
in  their  cheeks,  brightened  their  eyes,  put 
sound,  healthy  flesh  on  their  bones  ;  swal- 
lowed the  wrinkles,  and  filled  the  whole  body 
with  strong  blood  and  energy.  It  is  like  a 
crutch  which  supports  while  the  broken  leg 
knits. 


No.  3006. 


The  Sick  Man's  Shelter 

— his  haven  of  rest,  re- 
lief from  pain  and  that  horrible  enervating 
feeling  that  robs  the  body  of  strength  and 
desire  to  work,  and  makes  it  a  heavy  burden 

for  the  brain  to  drag  around.     Whiskey 

is  the  door  to  health.  It  will  put  you  in 
condition  to  do  good  work — to  get  rich. 
Few  weak  men  accomplish  anything.  There 
have  been  a  few  great  men  who  were  weak 
and  sick,  but  how  much  greater  they  would 
have  been  had  they  been  strong.  We  guar- 
antee every  drop  we  sell  to  be  pure — to  be 
a  drop  of  strong  health. 


No.  :{007. 


As  Good  As  A  Horse. 


You  will  find as  good  as  a  horse. 

It  will  carry  you  over  the  rough  roads  of 
weakness  into  the  smooth  path  of  health  with 
astonishing  rapidity.  It  is  not  expensive 
but  we  charge  enough  for  it  to  be  sure  it  is 
pure.  If  you  go  below  this  price,  you  are 
buying  very  little  grape  juice  and  quite  a 
good  deal  of  hard  alcohol.  It  is  the  purity 
in  a  wine  that  strengthens — beware  of  adul- 
terations.    Come  here. 


No.  3()0S. 


A  Shandy  Gaff 


is  a  great  summer  drink. 
Take  a  large  glass  and  mix  in  it  half  a  glass 
of  cool  ale  and  half  a  glass  of  cool  soda. 
The  ale  must  be  good — and  it  must  be 
bought  here  or  the  drink  won't  be  a  success. 
We  guarantee  every  drop  of  liquor  we  sell 
to  be  the  very  best  and  purest  on  the  mar- 
ket. We  found  out  long  ago  that  we  could 
make  the  most  money  by  being  perfectly 
honest — and  we  are  perfectly  honest. 


No.  :W09. 


A  Friend  In  Need. 

There  is  no  greater  enemy  to  weakness 
than  Whiskey.  It  has  proved  effi- 
cient where  doctors  and  their  medicines  have 
failed.  It  will  make  the  strong  man  stronger 
—the  weak  man  strong.  But  to  do  good  it 
must  be  good.  Cheap  whiskey  is  adulterated 
in  a  way  that  would  make  people's  hair  rise 
if  they  knew  what  they  were  drinking. 

The  whiskey  we  sell  is  as  pure  as  it  is 
possible  to  get  it.  We  don't  say  that  you 
can't  get  the  same  stuff  anywhere  else,  but 
we  do  say  that  anywhere  else  you  will-pay 
more  for  it. 


No.  3010. 


A  Household  Guard. 

.porter  is  without  exaggeration  the 

very  best  tonic  a  woman  or  child  could  take. 
It  is  better  than  50  doctors  and  50  prescrip- 
tions The  good  it  does  is  apparent  in  looks 
as  well  as  feeling.  It  clears  the  skin,  makes 
it  brio-ht.  pink  and  clear.  It  brightens  the 
eyes -it  brightens  the  brain.  It  makes  life 
seem  worth  living  to  the  nervous,  wretched, 
weak  little  woman  who  takes    it it    its 

^°We  sell  none  but  the  purest.     If  we  didn't 
we  shouldn't  preach  purity. 


No  3011. 


It's  Good. 


Yes.  it  is  good — it  is  so  very  good  that  it 
hurts  the  sale  of  our  higer  priced  wines. 
For  all  that,   we  don't  intend   to  raise  the 


price. 

We   shall 


still    sell 


for   $ 


quality,  as  high,  pure  and  wholesome. 


No.  3012. 


It  Will  Carry  You 

straight  through  to 
health  and  happiness,  without  any  stops. 
Thousands  of  bright  women  owe  their  health 

and  consequent  beauty  to  ■ Port  Wine. 

There  is  no  other  tonic  which  so  quickly 
shows  itself  in  bright  spirits,  sparkling  eyes 
— and  a  clear  skin.  It  owes  its  strength 
giving  qualities  to  its  inherent  purity. 

Vou  may  think  it  impossible  to  get  pure 

wine  at it  may  be  elsewhere,  but  right 

here  it's  a  live  certainty,  daily  demonstrated 
by  enormous  sales. 

If  you  care  what  you  drink,  buy  of 


No.  3013. 


Always  On  The  Sideboard. 

should    be  on  every   sideboard,   in 


every  home.  In  case  of  sickness,  sudden 
cold,  it's  invaluable.  Its  purity  and  stimu- 
lating qualities  make  it  the  best  of  tonics  — 

and  economical  at  that.     $ is  all  we 

charge    for   the    best  sold    anywhere 

hereabouts. 


No.  :3014. 


You  Are  In  Danger 

of  the  worst  character  if 
you  trifle  with  impure  or  adulterated  liquors. 
You  have  no  excuse  for  doing  so  when  you 
can  buy  the  purest  and  best  made  at  our  very 
economical  prices.  When  the  best  costs  no 
more  than  the  poor  kinds  what  excuse  is 
there  for  taking  chances  ? 


:   No.  :!Oir). 


Carried  To  Safety. 

The  man  whom  the  least  bit  of  exertion 
tires  is  in  danger— he  needs  to  be  carried  to 
safety.     He  needs  a  strong  tonic — he  needs 

Whiskey.       There    are    many   weak. 

miserable  people,  struggling  along,  day  after 

day,  doing  inferior  work  whom  • would 

make  healthy,  happy,  bright  men  and  women. 
This  is  no  exaggeration.  It  has  been  proved 
time  and  time  again.  Let  us  prove  it  in 
your  case.     It  will  only  cost 


No.  :'.()l(i. 


Nothing  But  The  Best 

is    good    enough 

to  drink.  If  you  are  not  a  judge,  and  are 
not  sure  what  you  are  buying — come  here, 
you  will  always  find  the  best.  And  we  don't 
think  the  most  economically  inclined  person 
could  quarrel  with  our  prices. 


No.  ;?017. 


♦'  Here's  To 

a  glorious  old   Thanks- 
giving  feast."     But  it  won't  be  glorious,  or 

it  won't  be  complete,  without .     The 

fattest  turkey  and  the  biggest  mince  pie 
won't  make  up  for  it.  The  zest  and  Havor 
it  adds  to  viands  can't  be  praised  too  high- 
ly. We  have  sold  immense  quantities  of  it 
already.      Pure,  palatable,  and  | 


No.  :!018. 


A  Liberal  Supply  of  Wine 


will  add  to  the  joys  of 
the  holidays.  Orders  have  been  pouring  in 
on  us  every  day.  One  reason  for  it  is  be- 
cause we  are  selling  the  best for  only 

Low  prices  and  high  quality  rule 


this  store  with  an  iron  rod. 


No.  3019. 


The  Flowing  Bowl — 

•  keep  it  moving  !  Christ- 
mas comes  but  once  a  year  !  Let  the  smil- 
ing pucker  of  Yule-tide  merriment  kiss  the 
jovial  lips  of  the  loving-cup  ! 

We'll  tell  you  and  sell  you  the  ingredients 
for  all  Christmas  concoctions  of  Good  Cheer. 
We'll  teach  you  just  how  to  make  a 


No.  3020. 


The  Approaching  Holidays 


cannot  be  welcomed 
properly  without  the  grape  juice  which  cheers 
and  makes  a  man  feel  ten  years  younger. 
Wines  taken  moderately  cannot  harm  unless 
they  are  impure.  Purity  is  the  main  thing 
to  look  after.  You  will  never  miss  it  if  you 
come  here.     At  present  we  are  offering 


No.  3021. 


Santa  Claus 

could  bring  nothing  bet- 
ter to  a  family  than  a  bottle  of There 

is  more  health  and  life  contained  in  a  glass- 
ful than  you  would  get  out  of  the  so  called 
tonics  in  a  month.  Its  purity  has  a  great 
deal  to  do  with  its  strength-giving  qualities. 

The  price  is This  isn't  the  only  good 

thing  we  have;  (Quote  items  and  prices.) 


No.  3023. 


Make  a  Bowl  of  Egg  Nogg 

for  Christmas  or  New 
Years.  Use  a  large  teaspoonful  of  powdered 
sugar,  a  fresh  egg,  a  half  wine  glass  of 
brandy  and  a  half  wine  glass  of  Santa  Cruz 
rum  for  each  glassful.  Shake  well.  You 
must  use  our  liquors  to  get  best  results. 


No.  303:5. 


Bear  in  Mind 


that  the  ways  of  adul- 
terating liquors  are  many — bear  in  mind  that 
many  adulterated  liquors  are  offered  for  sale 
at  temptingly  low  prices.  It  is  possible  to 
get  purity  and  quality  at  moderate  prices — 
come  and  we  will  tell  you  how  we  do  it. 


No.  3024. 


We  Are  Prepared  to  Fill 

orders  for  a  great  variety 
of  foreign  and  domestic  wines  and  liquors. 
For  table  or  medicinal  uses,  our  stock  is 
complete.  We  purchase  from  houses  of  un- 
doubted reputation,  or  direct  from  the  man- 
ufacturer. Our  prices  and  our  goods  can- 
not be  duplicated  in  the  State. 


No.  3025. 


Rich  Wines 


create  good  rich,  healthy 
blood.  Don't  make  the  mistake  of  buying 
sour,  poor  wine  because  it  is  cheap,  [t  is 
not.  It  has  a  nasty,  disagreeable  efTect  up- 
on the  system,  while  a  good  wine  is  really 
not  expensive,  and  gives  you  that  pulled 
together,  self  satisfied  feeling. 


No.  3020. 


if  You  Want 


good,  wholesome  liquor 
of  any  kind,  liquor  that  is  pure  and  doesn't 
contain  more  alcohol  than  the  pure  juice  of 
the  fruit,  you  want  to  buy  of  us.  It  doesn't 
pay  us  to  handle  any  of  the  poor  stuff  that 
liquor  dealers  palm  off  as  par  excellence. 
We  can  sell  you  a  good  sherry  or  port  wine 

for per  quart.     Can   you   do  better  ? 

If  you  want  a  good  whiskey  or  gin,  we  can 
sell  it  just  as  reasonable  as  you  can  get  it 
elsewhere  and  the  quality  will  be  the  best. 
We  would  rather  sell  good  liquors  and  plenty 
of  them  at  a  smaller  profit,  and  give  satis- 
faction, than  to  sell  high  and  have  our  store 
empty. 


No.  SOSI 


Not  Every  flan 

can  put  up  this  sign  and 
do  it  justice.     Every  man  to  his  trade.      We 

have  had  the  experience  of years  of 

business  to  assist  us  and  we  think  we  can 
truthfully  say  that  we  are  able  to  supply  the 
most  exacting  wants  in  this  line. 

Just  step  in  and  try  a  glass  of  our  Port 
drawn  from  the  wood. 

We'll  wager  you  will  smack  your  lips  for 
more. 


No.  ;5028. 


Don't  Be  In  a  Hurry 


when  you  buy  your 
wines.  It  may  be  a  little  troublesome  to 
look  around  but  it  will  pay  you  for  your 
trouble. 

Every  one  can  induce  you  to  make  your 
first  purchase,  but  do  you  always  go  back  to 
them  again  ? 

We  buy  wines  and  liquors  with  the  object 
of  securing  your  permanent  trade  and  we 
buy  the  best  and  most  reasonable  with  this 
object  continually  in  view. 


No.  ;^029. 


Are  You  a  Fair  Judge 


of  what  good  wine  ought 
to  be?  If  you  are — you  can  find  wines  here 
that  the  most  fastidious  epicure  would  pro- 
nounce excellent. 

A  favorite  brand  of  whiskey  with  our  cus- 
tomers is  known  as .      Have  you  tried 

it  ?     Quart  bottles  cost  only  $ 


No   30:30. 


Don't  Forget  Us 

when  you  want  to  stock 
up  your  sideboard.  We  can  sell  you  any 
grade  of  any  whiskey,  brandy,  wine  or  cor- 
dial that  you  wish.  The  next  time  you  pass 
by  call  in  and  ask  us  for  our  prepared  cock- 
tails. There's  nothing  so  good  to  give  you 
an  appetite. 


No.  :W:51. 


The  Genial  Warmth, 


the  sparkle  of  repartee, 
the  flow  of  anecdotes  that  accompany  the 
drinking  of  a  bottle  or  so  of  good  wine,  are 
among  the  most  pleasurable  things  in  life. 
Be  your  choice  port  or  sauterne,  we  have  the 
best  to  sell  you  at  honest  prices. 


No.  3032. 


There's  As  Much  Difference 


in  beers  as  there  is  in 
wines.  Beers  are  tart  or  sweet,  light  or 
dark.  Your  choice  in  beer  on  draught  here 
or  in  single  bottles  or  cases  for  home  use. 
Beer  is  a  good  home  drink.  It  is  healthy. 
It  costs  little.      It  is  good — our  kind. 


No.  803:1 


The  Age  of  Our  Wines 


is  correctly  marked 
every  time.  We  do  not  put  the  vintage  year 
back  a  few  seasons  in  order  to  make  a  little 
more  profit  out  of  you.  We  do  not  tolerate 
any  tricks  of  the  trade,  for  we  are  on  the 
watch  for  our  future  business. 


No.  ■,?084. 


In  Considering  the  Brew 

of  a  beer  you  should 
judge  by  the  reputation  of  its  maker.  There 
are  so  many  ways  in  which  dishonest  brewers 
can  adulterate  the  beer  that  it  is  extremely 
difficult  for  experts  to  tell  by  its  taste 
whether  it  is  absolutely  pure  or  not.  You 
know  that  the  beer  we  sell  is  pure,  because 
we  have  always  had  that  reputation. 

Pure   beer 'is    healthy.     It   is  one  of  the 
best  tonics  known. 


No.  30:i'). 


It  Is  a  Waste 


of  time  nowadays  to  try 
to  sell  inferior  wines  or  liquors.  The  public 
taste  has  been  educated  and  the  consumer 
wants  the  best  he  can  get.  You  can  get  it 
if  you  come  to  us.  You  get  your  money's 
worth. 


No.  3036. 


We  Make  a  Specialty 

of  bottling  wines  and 
liquors  for  family  trade.  The  absolute  pur- 
ity of  what  we  sell  is  a  guarantee  which  you 
may  depend  upon.  No  pains  are  spared  in 
the  care  of  our  goods  befere  bottling.  They 
are  highly  recommended  for  medicinal  use. 


No.  3037. 


Easter  Cheer 


means  feasting  amd 
merry-making.  You  are  careful  to  think  out 
your  Easter  dinner  in  advance  and  it  would 
be  well  to  select  your  liquid  refreshments 
with  equal  care.  The  stock  of  wines  we 
have  affords  a  choice  that  is  practically  un- 
limited. Our  liquors  have  been  highly 
recommended  for  medicinal  purposes,  be- 
cause of  their  absolute  purity.  We  sell 
nothing  that  is  adulterated. 


No.  3038. 


A  Reliable  Dealer 

needs  no  further  recom- 
mendation than  the  quality  of  the  wines  and 
liquors  he  sells  you.  We  add  value  to  the 
quality  and  expect  to  get  your  trade.  Our 
bottlings  tor  family  and  medicinal  use  are  a 
special  feature  of  our  business. 


No.  3039. 


It  Is  Not  Economy 

to  buy  cheap  wines  and 
liquors.  Vou  not  only  injure  your  health  by 
drinking  adulterated  liquors,  but  you  vir- 
tually throw  your  money  away.  If  you  want 
pure  wines  and  liquors  at  a  fair  price,  you 
will  do  well  to  patronize  us. 


No.  3040. 


Masquerading 

inferior  liquors  in  fancy 
bottles  is  not  in  our  line.  We  want  our 
wines  and  liquors  judged  by  the  contents 
rather  than  the  dress  of  the  bottles.  Our 
labels  mean  what  they  say-our  prices  mean 
honest  value.     Absolute  punty  guaranteed. 


No.  3041. 


Enough 

is  as  good  as  a  feast, 
but  you  cannot  always  get  enough  of  a  good 
thing.  To  those  who  wish  to  provide 
against  sudden  illness  in  the  middle  of  the 
night,  we  can  highly  recommend  a  bottle  of 
our  Superior  Old  Brandy  or  Five  Year  Old 
Whiskey.  Bought  in  Bond  and  bottled  by 
ourselves,  its  purity  and  worth  are  unques- 
tioned. 


No.  3042. 


Your  Selection 


of  a  bottle  of  Sherry  or 
Brandy  would  depend  upon  the  quality 
rather  than  the  cost.  When  you  learn  of  a 
place  where  a  feature  of  the  wines  and 
liquors  is  a  combination  of  high  grade  and 
fair  price,  you  will  bear  the  address  in  mind. 


No.  304P. 


Good,   Honest  Lager 

is  just  as  healthful  as 
the  extracts  of  malt  we  read  so  much  about. 
There  is  satisfaction  in  every  drop,  and 
strength  and  tone  in  every  bottle  of  beer  we 
sell.  Bottled  direct  from  the  wood  under 
our  supervision,  you  will  find  this  particular 
brand  the  most  refreshing  warm  weather 
drink  you  could  select. 


No.  3044. 


Quality  Rather 

Than  Quantity 

is  what  our  customers 
want  and  quality  and  value  is  what  you  get 
when  buying  wines  and  liquors  from  us. 
Our  prices  are  no  higher  than  you  have 
doubtless  paid  at  different  times  for  adul- 
terated goods.  Our  bottled  goods  are  highly 
recommended  for  medicinal  purposes. 


No.  304"). 


LA€^Ei 


MZ3  LIQUORS 


What  We  Sell 

we  sell  upon  its  merits. 
Quality  alone  is  the  standard  by  which  we 
want  our  wines  and  liquors  to  be  judged. 
Paying  less  than  we  charge  is  getting  less 
value,  for  honest  goods  cannot  be  sold  at  a 
lower  price  than  we  are  asking. 


No.  3046. 


"Knowledge  is  Power" 

and  the  knowledge  we 
have  of  every  drop  of  wine,  liquor  or  beer 
we  sell  is  the  power  we  use  to  convince  the 
public  of  the  absolute  faith  we  have  in  the 
reliability  of  our  goods.  Guaranteed  in 
every  way,  the  purchaser  runs  no  risks  when 
he  buys  from  us. 


No.  8047. 


Our  Bottled  Goods 

Are  Superior 

to  the  wines,  liquors  and 
beers  that  you  may  buy  elsewhere  for  the 
same  money.  Buying  in  bulk  and  having 
the  bottling  done  under  our  own  supervision 
enables  us  to  save  expenses  that  the  cus- 
tomer would  otherwise  have  to  pay. 


No.  3048. 


Full  of  Life  and  Vigor. 


That's  the  sort  of  lager  you  get  when  you 
come  to  us,  to  take  it  as  a  tonic  or  to  merely 
quench  your  thirst.  Made  from  finest  malt 
and  hops,  guaranteed  for  its  perfect  purity, 
and  an  honest  muscle  maker  as  well  as  a 
bone  builder. 


No.  3040. 


You  Risk  Your  Health 


when  you  slight  quality 
in  favor  of  quantity  in  the  purchase  of  wines 
and  liquors.  Buying  here  will  warrant  your 
feeling  that  you  obtain  as  good  as  can  be 
bought  and  your  purchases  tell  you  that  we 
give  you  as  much  for  your  money  as  fair  and 
square  dealing  will  allow. 


No.  aooo. 


We  Have  No  Leaks 

to  provide  against — no 
useless  help  to  pay,  at  the  customer's  ex- 
pense. Every  drop  of  what  we  sell  you 
represents  your  money's  'worth,  and  each 
bottle  of  wine,  liquor  or  beer  you  buy  is 
priced  as  low  as  honest  goods  can  be  honestly 
sold  for. 


No.  3051. 


You  May  Rely 

Upon  Our  Liquors 

being  what  the  labels 
say  they  are.  We  do  not  believe  in  having 
one  quality  for  display  and  another  quality 
for  our  customers.  Those  who  pay  for  what 
they  get  are  entitled  to  receive  just  what  they 
pay  for. 


No.  3052. 


Good  Beer 


is  a  refreshing  and 
wholesome  drink.  There  is  as  much  differ- 
ence in  the  quality  of  beer  as  there  is  in 
wine.  The  beer  we  sell  is  made  from  good 
fresh  hops  and  malt.  It  is  full  of  strength 
giving  qualities. 


No.  3053. 


The  Question  of  Beer 

seems  a  very  simple  one. 
and  most  people  think  that  "beer  is  beer." 
That  is  a  mistake.  There  is  as  much  differ- 
ence in  the  quality  of  beer  as  there  is  in  any- 
thing else  on  the  market.  If  you  want  good, 
pure  beer,  order  it  from  us. 


No.  3054. 


Good  Health 


is  to  be  found  in  good 
beer.  Come  to  us  if  you  want  both.  Only 
the  purest  materials  are  employed  in  the 
manufacture  of  the  beer  that  we  sell.  If 
you  try  it  once,  you  will  be  a  steady  cus- 
tomer. It  is  the  kind  of  beer  that  puts  life 
into  you. 


Xo.  :5055. 


Open  A  Bottle 


of  our  wine  and  take  it 
with  your  dinner.  It  will  do  you  good.  It 
can't  help  but  do  you  good  when  it  is  abso- 
lutely pure.  If  you  want  that  kind  of  a 
wine,  come  to  us. 


No.  305(5. 


AND 


LIQUORS 


Be  On  Your  Guard 

when  you  purchase 
wines  and  liquors.  See  that  you  buy  from 
a  reliable  house — one  where  only  the  best  is 
sold.  Poor  wine  will  do  more  harm  than 
good.  If  you  want  the  best  wines  and 
liquors,  get  them  from  us.  P'or  medicinal 
purposes  our  goods  have  no  equal. 


No.  3057. 


Full  Of  Life  And  Vigor. 


That's  the  kind  of  beer  to  get,  and  that  is 
the  kind  we  have.  When  you  are  tired  a 
glass  of  our  beer  will  brace  you  up.  It  acts 
like  a  tonic.  There  is  strength  in  every 
drop. 


No.  3058. 


Beer  That's  Really  Good 

isn't  so  easy  to  get. 
Watery  beer— beer  that's  weak  with  soap- 
saddy  foam— unpleasant  to  the  taste,  is  com- 
mon. Ours  is  uncommon  beer— strong, 
pleasant,  invigorating. 


No.  30G0. 


The  Purer  The  Beer 


the  more  refreshing  and 
invigorating  it  is.  Beer  is  one  of  the  best 
tonics  ever  known.  That  is,  if  you  buy  it 
pure. 


No.  3061. 


A  Pleasure 

To  The  Thirsty 

man  is  a  glass  of  our 
sparkling,  refreshing  beer.  Made  as  beer 
should  be  made  it  enlivens  you  and  strength- 
ens your  muscles. 


No.  3062. 


The  Greatest  Friend 
Of  Humanity 

is  that  which  makes  men 
forget  their  cares.  Good  wine  brightens  up 
the  sorrowful  and  throws  a  rosy  tint  over  all 
our  prosaic  life.  Good  wine  is  a  tonic- 
hurts  no  one. 


No.  3003. 


flakes  All  Hearts  Glad. 


The  wines  and  liquors  we  sell  are  so  pure 
and  delicious  that  they  brighten  you  up  with- 
out leaving  you  with  a  sick  headache  the 
next  morning.  (lood  wine  is  not  always 
expensive. 


No.  3064. 


Ye  Golden  Days 

of  comfort  and  cheer 
are  always  present  in  a  house  where  good, 
pure  wines  are  on  the  dinner  table.  Wine 
cheers  the  heart,  eases  the  body  of  pain, 
builds  up  its  tissues  and  mellows  the  soul. 


No.  30(55. 


The  Value  of  Wine 


to  consumers  consists  in 
the  pleasure  which  it  gives  them,  and  that  de- 
pends upon  the  purity  and  richness  of  the 
wine.  We  believe  in  keeping  up  the  standard 
of  every  drop  we  sell,  not  of  a  few  special 
brands  only. 


No.  3066. 


Bear  in  flind 


that  labels  do  not  always 
tell  the  truth  and  that  as  it  is  a  rare  man  who 
possesses  the  faculty  of  telling  the  different 
qualities  of  Port  or  Sherry,  it  is  advisable  to 
buy  wines  and  liquors  where  you  know  that 
the  labels  are  true  indexes  to  the  contents  of 
the  bottles. 


No.  3067. 


Good  Wine 


has  toned  up  thousands 
of  run  down  systems  so  that  they  could 
stand  the  strain  put  upon  them  ;  good  wine 
has  saved  lives  ;  good  wine  is  always  benefi- 
cial, and  this  is  the  place  to  get  good,  pure, 
unadulterated  wines  and  liquors  at  moderate, 
right  prices. 


No.  3068. 


Dry  Drinks  are  Wettest. 


The  dryer  the  wine  the  better  it  quenches 
thirst.  It's  the  dry  wines  that  decide  the 
grade  of  any  wine  stock.  You'll  find  us 
particularly  strong  in  dry  Sherries,  Rhines 
and  Champagnes. 

Good  sweet  wines  as  well — Madeira,  Port, 
Tokay,  Champagne. 

Every  good  kind  of  whiskies  and  liquors. 


No.  3069. 


"  Tips." 

The  word  "tip"  means  different  things 
in  different  places.  In  a  barber  shop  or  a 
restaurant  it  is  "a  gratuity"  given  for  extra 
good  service.  Another  kind  of  a  tip  is  a 
"straight  tip."  That  is  a  bit  of  friendly 
advice  and  that  is  what  we  are  giving  you 
when  we  tell  you  to  try  a  few  bottles  of  our 

fine  old 

(Fill  in  name  of  whiskey  you  sell,  or 

port  wine,   or  any  other  item  you  wish 

to  push.) 


No.  3070. 


^4 


Hr.^^.  I  ih 


Wines  for  Home  Use. 

Our  wines  and  liquors  are  all  selected  with 
a  first  thought  to  their  purity.  No  price  is 
ever  low  enough  to  tempt  us  until  we  have 
tested  the  perfect  purity  of  every  lot. 

Doctors  know  this  and  many  of  them  in 
prescribing  wines  for  their  patients  tell  them 
to  "  Get  it  at ." 


No.  :5071. 


A  Good  Servant 


and  one  that  should 
always  be  within  reach,  is  your  little  private 
stock  of  wines  and  liquors. 

If  you  buy  of  us,  you  know  you  get  the 
best.  We  handle  only  the  purest  and  most 
wholesome,  and  nothing  can  get  upon  our 
shelves  that  is  not  fully  up  to  our  high 
standard.  Don't  take  any  chances — impure 
liquors  are  very  injurious. 


No.  3072. 


What  You  Drink 

affects  your  health  if  it 
is  not  the  best  and  purest.  What  is^  your 
favorite  drink  with  your  dinner  ?  Don't  buy 
it  wherever  you  happen  to  see  it.  but  come 
in  and  tell  us  what  you  want.  We'll  give 
you  the  best  there  is  in  the  market,  by  the 
bottle  or  the  dozen,  at  a  price  that  will  make 
it  all  the  more  palatable  and  enjoyable. 

We  have  made  special  preparations  for 
your  holiday  table.  Put  us  on  your  "  must- 
be-attended-to"  list. 


No.  307;: 


Statistics  Show 


that  for  every  thousand 
gallons  of  whiskey  produced  in  Scotland,  six 
hundred  gallons  of  "Genuine  Scotch"  are 
consumed  in  Great  Britain,  six  hundred  gal- 
lons in  Europe  and  six  hundred  gallons  in 
America. 

Figures  don't  lie  but  some  people  do. 

When  you  buy  Scotch  whiskey  or  any 
other  liquors  here,  you  get  just  what  you  call 
for — genuine,  pure  and  unadulterated. 


No.  3074. 


Wasting  Good  Wine. 

Every  now  and  then  some  actress  adver- 
tises herself  by  claiming  to  take  a  champagne 
bath.  Much  of  the  "table  wine"  you  see 
advertised  nowadays  might  be  good  stuff  to 
bathe  in,  but  it  isn't  fit  to  drink. 

Buy  your  table  wines  here.  We  will  give 
you  just  what  you  want,  just  what  you  think 
you're  buying,  just  what  we  claim  it  to  be. 

It  won't  cost  you  much,  either. 


No.  3075. 


Drink  Chianti. 


Chianti  is  the  best  drink  that  ever  came 
from  that  home  of  good  drinks — Italy. 

It  is  not  only  stimulating  and  invigorating 
— it's  strengthening  and  healthful. 

Ours  is  the  real  thing  —pure  and  reliable. 
Try  it — it  costs  but . 


No.  3076. 


For  Invalids. 

There's  nothing  better  for  invalids  and 
convalescents  than  . 

It  is  smooth  and  pleasant  to  drink. 

It  is  invigorating  and  stimulating. 

.\nd,  what  is  better,  it  is  pure,  strengthen- 
ing and  healthful. 

Always  keep  it  in  the  house. 


No.  3077. 


ttUtttttttth 


All  Kinds  of  Drinks 

for  all  kinds  of  occasions, 
from  the  punch  on  the  sideboard  to  the 
"  nightcap"  bottle  in  the  closet,  are  obtain- 
able here.  Tell  us  what  the  occasion  is  and 
we'll  tell  you  what  the  drinks  should  be. 
We'll  furnish  the  wines  and  tell  you  how 
they  should  be  handled  and  served,  or  the 
ingredients  for  a  punch  and  directions  for 
mixing  it. 

Everything  is  the    purest   and  best — but 
the  prices  are  modest. 


No.  3078. 


wM-^ 


Know  What  You  Get. 

Don't  take  everything  that's  offered  you 
in  the  way  of  a  drinkable — insist  on  having 
the  purest  and  best. 

Anything  you  buy  here  is  absolutely  reli- 
able— pure  and  unadulterated  and  properly 
aged. 

Good  health  and  economy  both  point  in 
our  direction. 


No.  3080. 


^^=^^^^ 


Drink  Hints. 


Here  are  a  few  interesting  and  important 
facts  and  figures  for  people  who  want  only 
the  best  and  purest  in  the  way  of  drinkables, 
and  who  want  to  get  them  at  a  reasonable 
price. 

These  goods  are  guaranteed  to  be  just 
what  they  claim  to  be,  though  the  little 
prices  might  lead  you   to  think  otherwise : — 


No.  3081. 


Your  Favorite  Drink 


must  be  pure  to  be 
thoroughly  enjoyable — when  it  isn't  you  feel 
dissatisfied  and  disappointed,  and  the  after 
effects  are  decidedly  unpleasant. 

Be  sure  you  get  the  best — it  costs  no  more 
than  uncertain  kind.  Patronize  us,  and 
you'll  always  be  sure — no  inferior  goods  can 
ever  get  inside  our  doors. 


No.  3083. 


The  Question  of  Purity 

is  certainly  the  most  im- 
portant one  in  the  wine  and  liquor  business. 
It  gets  our  exclusive  attention.  We  buy 
with  the  utmost  care  and  make  ourselves 
certain,  in  every  case,  that  whatever  comes 
into  our  store  is  in  a  condition  of  perfect 
purity,  and  that  it  goes  to  our  customers 
just  as  it  came  to  us. 


No.  8083. 


The  Highest 

Possible  Standard 


of  purity  and  strength 
is  always  met  in  our  wines  and  liquors. 
We  have  been  in  this  business  for  many 
years  and  we  know  precisely  what  to  buy 
and  where  to  buy  it.  We  would  be  glad  to 
have  you  join  the  ranks  of  our  many  hun- 
dreds of  pleased  and  satisfied  customers. 


No.  3084. 


Lovers  of  Pure  Wine 


are  urgently  requested 
to  try  some  of  our  pure,  old  California  wines. 
We  get  them  direct  from  the  Californian 
wineries,  and  we  know  absolutely  that  there 
are  no  finer  wines  to  be  had  in  this  town  at 
any  price.  The  prices  are  as  low  as  it  is 
possible  to  make  them,  and  we  guarantee 
every  bottle  that  goes  out  of  our  store. 


No.  3085. 


Just  Before  Dinner 


there  is  no  appetizer  so 
welcome  and  so  efficient  as  a  cocktail.  You 
can't  be  expected,  of  course,  to  know  how 
to  mix  a  cocktail  properly,  and  probably 
your  servants  do  not  know  much  about  it 
either.  If  you  will  give  us  the  opportunity 
we  will  serve  you  with  the  proper  cocktail  of 
any  kind  you  wish,  and  then  before  your 
meals  you  can  have  a  cocktail  which  is  just 
as  good  as  you  can  get  over  any  bar  in  the 
city.      It  won't  cost  you  very  much  either. 


No.  308(5. 


Take  Your  Choice. 


We  do  not  limit  our  customers  to  our  own 
favorite  brands  of  any  liquor.  Of  course  we 
have  our  preferences,  and  we  are  always  glad 
to  advise  our  customers  as  to  what  we  think 
is  best.  At  the  same  time  always  remember 
that  whatever  you  want  is  sure  to  be  found 
here,  and  that  the  quality  is  precisely  what 
we  claim  it  to  be. 


No.  3087. 


Not  in  Price. 


When  we  say  "Fancy  Wines "  we  mean 
fancy  in  quality  and  not  in  price.  There  is 
no  use  in  paying  an  exhorbitant  price  for 
good  wines.  There  might  have  been  an  ex- 
cuse for  it  years  ago,  but  there  is  certainly 
none  for  it  now.  Here  are  a  few  of  the 
choicest  wines  you  ever  tasted  at  prices 
which  are  certainly  suprisingly  low  : 


No.  3088. 


A  Significant  Sign. 


Our  constantly  increasing  business  shows 
conclusively  that  we  are  giving  the  people  in 
this  town  the  best  of  satisfaction.  In  every 
department  of  our  business,  from  high-grade 
wines  down  to  beer,  business  is  flourishing. 
If  you  haven't  been  here,  come  in  and  you 
will  discover  the  reasons  for  our  prosperity. 


No.  3089. 


Age  and  Purity. 

In  our  whiskies,  gins,  brandies,  wines, 
and  the  like,  you  get  the  two  most  desirable 
things — age  and  purity.  We  sell  nothing 
that  has  not  been  properly  aged.  Very  likely 
you  know  how  injurious  whiskey  is  unless  it 
has  been  kept  a  sufficient  length  of  lime. 
None  of  our  whiskey  is  less  than  five  years 
old,  and  much  of  it  is  much  older. 


No.  3090. 


If  You  Like  Beer 

come  in  and  try  our 
draught  beer,  and  we  feel  sure  you  will  there- 
after be  a  steady  customer  of  our  bar.  We 
take  particular  pains  with  our  beer.  We 
know  that  it  is  perfectly  pure  and  whole- 
some, and  we  keep  it  in  exactly  the  right 
temperature — neither  too  cold  nor  too  warm. 


No.  3091. 


Bring  All  Your  Friends. 


When  you  feel  like  giving  your  friends 
something  particularly  good  to  drink,  bring 
them  in  here.  We  like  to  serve  people  who 
know  what  good  liquors  are,  and  it  is  never 
too'  much  trouble  for  us  to  see  that  every 
man  gets  precisely  what  he  likes,  just  as  he 
likes  it.  Don't  go  in  anywhere  when  you 
want  a  drink  for  yourself  and  friends.  It 
pays  to  go  to  the  best  place  within  reach. 


No.  3092. 


m 

^1 

'\^ 

Jr^^B 

dK 

Wf 

l^^^f 

^^"^^^ 

You  Will  Be  Delighted 


with  a  "  High  Ball " 
made  from  our  fine  old  Scoich  Whiskey.  A 
Scotch  "High  Ball"  is  a  drink  fit  for  the 
gods,  but  the  whiskey  must  be  good.  H 
there  were  any  better  Scotch  to  be  found  we 
would  have  it,  but  we  are  firmly  convinced 
that  there  isn't  and  we  believe  we  can  con- 
vince you  too. 


No.  3093. 


A  Great  Many  fieri 

spend  a  pleasant  half- 
hour  or  so  here  at  lunch  time.  We  would 
be  glad  to  have  you  come  in  too.  Our 
liquors  and  wines  are  certainly  just  as  near 
perfection  as  human  effort  can  bring  them. 
Our  cigars  are  just  as  good  as  our  drink- 
ables, and  you  will  find  everything  here  to 
be  comfortable  and  pleasant. 


No.  3094. 


#1 

r-^'i''^ 

v^  rJr/'yK  ]>'—- 

f\ 

/   \ 

1 

^^^''x^Aj^^^^Iw 

A 

wl 

?n-]4\ 

Surprise  Your  Husband 


by  giving  him  his  favor- 
ite wine  for  dinner.  All  you  have  to  do  is 
to  drop  us  a  note,  or  telephone,  and  we  will 
promptly  send  you  up  just  what  you  want. 
Your  husband  will  not  only  be  surprised, 
but  delighted,  for  whatever  we  send  you, 
you  may  depend  upon  it,  will  be  perfection 
itself. 


No.  :'.09r). 


Don't  Turn  Your  Back 


on    our    claret 
the  price  is  so  low.      It  costs  but — 


because 
— cents 
a  bottle,  but  it  is  a  good,  pure,  rich  wine.  If 
you  like  claret  with  your  meals  give  this 
superior  wine  a  trial. 


No.  3090. 


V/a 

_,j3^:;'^v-2^ 

1    h 

^m 

N  ^ 

M 

fi 

Good  Health 


is  helped  rather  than 
hindered  by  a  little  really  good  wine.  If 
you  haven't  tried  our  pure  California  wines 
you  haven't  had  the  finest  wine  this  town 
ever  saw  at  the  lowest  possible  price.  These 
wines  are  bought  expressly  for  us,  direct 
from  the  Californian  wineries  and  cannot  be 
excelled  in  purity,  body  and  fine  flavor. 
Here  are  a  few  interesting  prices:  — 


No.  3097. 


Particularly  Tempting. 

It  makes  a  great  difference  how  things  are 
served.  Even  choice  liquor  does  not  taste 
well  among  disagreeable  surroundings  or 
over  a  sloppy  bar.  Our  place  is  kept  e.xqui- 
sitely  clean  and  attractive,  and  we  take  par- 
ticular pains  to  serve  people  in  a  manner 
that  will  add  zest  to  their  drinking. 


No.  3098. 


Dinner  Without  Wine 


is  not  everything  a  din- 
ner ought  to  be.  If  you  are  unaccustomed  to 
having  a  little  good  wine  with  your  dinner 
on  account  of  the  expense,  we  can  open  your 
eyes  a  little.  We  can  give  you  any  sort  of 
wine  you  want,  either  white  or  red,  at  prices 
that  certainly  no  one  can  object  to.  Here 
are  a  few  sample  prices  ;  — 


No.  :^099. 


The  Best  Whiskey 

is  cheapest  in  the  end. 
Poor  whiskey  is  not  only  disagreeable  to 
taste,  but  undoubtedly  injurious  to  the 
stomach  A  little  good  whiskey  is  a  fine 
tonic  and  helps  instead  of  harming.     Such  a 

whiskey  as ,  for  instance,  will  do  you 

just  as  much  good  as  a  doctor's  prescription. 
If  you  don't  "know  how  good  it  is,  come  in 
and  try  it. 


No.  5421. 


When  You  Are 

Going  Away 

take  a  little  flask  of 
something  good  to  drink  along  with  you. 
Vou  will  certainly  appreciate  it  during  the 
heat  and  weariness  of  the  journey.  Send 
around  here  for  the  flask  and  you  will  be  sure 
you  have  the  best  and  purest. 


No.  5429. 


Our  Lunch  Room 


will  be  found  to  be  a 
most  convenient  and  pleasant  place  when 
you  are  out  shoppin<j.  Not  only  can  we 
supply  you  with  anything  in  season  that  you 
want  to  eat,  but  we  can  give  you  just  what 
you  want  to  drink,  too.  Vou  know  how  im- 
portant that  is,  especially  if  you  are  a  little 
tired.  While  everything  we  serve  is  of  the 
very  choicest  and  best  our  prices  are  always 
reasonable. 


No.  7012. 


Come  Right  In. 

Vou  can  safely  come  in  here  any  time  you 
want  to  purchase  anything  in  the  liquor  line 
without  any  previous  investigation  or  worry. 
Whatever  you  buy  here  is  sure  to  be  right  up 
to  the  limit  of  high  quality  and  perfect  purity. 


No.  7015. 


VVe  have  inaugurated  the  custom  of  serv- 
ing our  patrons  with  a  large  glass  of  pure 
California  Port  for  only  five  cents.  We  do 
this,  not  to  make  money,  but  to  show  the 
people  of  this  town  what  a  fine  wine  it  is — 
how  pure,  rich  and  wholesome.  Everybody 
who  tries  it  is  surprised  to  find  that  such 
wine  costs  only cents  a  bottle. 


No.  7054. 


The  Highest  Possible. 

There  is  a  point  in  the  purity  of  liquor 
beyond  which  it  is  impossible  to  go.  We 
are  sure  we  have  reached  that  point.  We 
take  nobody's  word  for  anything.  Every 
gallon  of  liquor  that  comes  into  this  place  is 
personally  inspected  and  tasted  before  it  is 
bought.  We  have  always  tried  to  give  our 
customers  none  but  the  best,  and  we  feel 
confident  that  we  have  succeeded. 


No.  7055. 


If  You  Want  To  Be  Strong 

you  must  have  strength- 
ening drinks  as  well  as  strengthening  foods. 
Men,  whose  muscular  development  is  their 
particular  pride,  nearly  always  drink  malt 
liquors  of  some  kind,  (jood,  pure  ales  and 
beers  build  muscle  and  healthy  flesh.  We 
are  careful  that  our  malt  liquors  are  perfectly 
pure,  and  we  know  they  represent  the  highest 
development  of  the  art  of  perfect  brewing. 


No.  7062. 


The  Chief  Point 


you  should  consider  in 
buying  wines  and  liquors  is  the  purity.  You 
cannot  be  too  careful  about  it.  You  are  of 
course  extremely  careful  about  your  food, 
and  you  should  be  just  as  particular  when  it 
comes  to  drinkables.  The  only  safe  way  is 
to  patronize  a  store  where  nothing  impure 
ever  comes  in. 


No.  7100. 


The  Biggfer  The  Bottle 


the  more  likely  its  con- 
tents is  to  be  adulterated,  as  a  gfeneral  rule. 
Some  of  our  bottles  are  big,  and  some  small, 
but  there  is  not  a  drop  of  adulterated  liquor 
in  this  whole  store.  We  give  you  every- 
thing just  as  it  comes  to  us,  and  we  are  sure 
that  it  comes  to  us  right. 


No.  7101. 


Nothing  Is  More  Delicious 


than  a  really  good  wine. 
Very  few  people  are  good  judges  of  what 
wine  should  be.  They  buy  carelessly  and 
do  not  get  the  best.  Our  customers  are  per- 
fectly safe,  for  the  reason  that  we  have 
nothing  but  the  best.  Leave  your  wines  to 
our  judgment  and  you  will  never  go  wrong. 


No.  7102. 


3 

^jPr^      W 

High  Livers 


are  naturally  the  best 
judges  of  what  is  good  to  drink.  It  is  a 
notable  fact  that  the  people  in  this  town  who 
live  best  and  know  what  is  best  in  the  line 
of  drinkables  are  our  steady  customers.  We 
please  them,  and  we  can  please  you  and  keep 
you  pleased. 


No.  7103. 


i 

1       w 

^ 

w^      1 

M 

mA  N 

\^ 

mm  E 

1 

1^  lijll^'^s 

Our  Wine  Trade 


is  constantly  increasing. 
We  are  now  serving  many  families  with 
wines  of  all  kinds,  and  we  would  be  glad  to 
have  your  name  on  our  list.  We  not  only 
have  a  full  stock  of  the  high  class  and  costly 
wines,  but  many  good  California  and  other 
American  wines  which  are  fine  in  flavor  and 
extremely  low  in  price.  Nowadays  every- 
body who  likes  wine  can  afford  to  drink  it. 


No.  7104. 


ir 

I     m 


^J         I  GIN 


A  Fine  Medicine. 

_Any  physician  will  tell  you  that  Holland 
Gin  is  one  of  the  finest  tonics  known  to 
medical  science.  Habitual  gin  drinkers  are 
uniformly  robust,  hardy  and  healthy  people. 
Our  Holland  Gin  is  real  Holland,  and  we 
guarantee  it  to  be  perfectly  pure.  When 
you  feel  in  need  of  a  tonic,  try  a  little  of  it 
in  preference  to   drugs. 


No.  7105. 


Extremes  Meet 


in  this  store.  You  can 
get  anything  you  want,  from  the  highest- 
priced  wine  down  to  the  common,  ordinary 
beer  and  ale  of  commerce.  Everything  is 
good,  though — the  beer  is  just  as  good  in  its 
way  as  the  expensive  wines  are  in  theirs. 
If  you  haven't  been  in,  come  in  and  let  us 
show  you  how  true  it  is. 


No.  7106. 


We  Want  Your  Order 


for  anythinjr,  from  a 
case  of  beer  to  a  barrel  ot  whiskey.  We 
furnish  a  great  many  of  the  most  critical 
people  in  town  with  beer,  ale,  wine  and 
liquor  for  table  use,  as  well  as  whiskey 
and  brandy  for  the  medicine  chest.  Make 
out  a  list  of  the  things  you  ought  to  keep  in 
the  house  and  let  us  till'it  for  you.  Vou  will 
find  that  we  will  give  you  the  best  and  save 
money  for  you  at  the  same  time. 


No.  7107. 


Duplicate  Orders. 


"  Send  me  some  more  of  the  same  "  is  an 
every-day  expression  with  us.  People  who 
are  induced  to  give  us  a  trial  are  almost  sure 
to  come  back  and  to  keep  coming.  Let  us 
supply  your  table  or  your  medicine  closet, 
and  we  feel  sure  that  we  will  add  your  name 
to  our  list  of  steady  customers.  We  know 
we  can  give  you  the  best  to  be  had,  and  we 
know  too  that  we  can  save  money  for  you. 


No.  7108. 


Come  In  And  Try  it. 


The  proof  of  the  pudding  is  the  eating, 
and  the  proof  of  the  wine  is  the  drinking. 
We  don't  ask  you  to  take  our  word  for  any- 
thing. If  you  are  skeptical  about  the 
superiority  of  our  goods,  just  come  in  and 
say  so,  and  we  will  soon  prove  to  you  that 
you  are  wrong. 


No.  7109. 


The  Best  On   Earth. 


There  is  always  a  best  of  everything,  and 
that  is  true  of  wines  and  liquors  as  well  as  of 
everything  else.  It  lakes  a  great  deal  of 
time,  trouble  and  expense  for  us  to  always 
make  sure  that  we  get  the  best,  but  we  can- 
not afford  to  trifle  with  our  customers.  No 
matter  what  it  costs  we  get  the  best  to  be 
had,  and  we  feel  that  we  deserve  the  steadily 
increasing  patronage  of  the  most  critical 
people  in  this  town.  Such  prices  as  these, 
too,  are  an   important   factor  in  our  success. 


No.  7110. 


No  Publicity. 

Lots  of  people  who  like  a  little  something 
to  drink  now  and  then  object  to  the  publicity 
generally  attached  to  it.  There  is  no  use  of 
any  publicity.  Let  us  know  what  you  want 
and  we  will  deliver  it  to  you  without  any  one 
being  the  wiser. 


No.  7111. 


Very  Old  People 

need  a  little  stimulant, 
and  need  it  frequently.  If  there  are  any 
elderly  people  in  your  house,  it  is  your  duty 
to  keep  a  little  good  whiskey  or  brandy  con- 
stantly on  hand.  We  have  some  very  fine 
old  brandy  which  has  been  in  our  possession 
a  long  time  and  which  has  never  failed  to 
give  satisfaction  to  the  most  critical  people. 
\Ve  would  be  glad  to  have  you  try  it. 


No.  7112. 


We  Do  Not  Juggle 


with  the  wine  question. 
We  know  what  wines  are  best,  and  how  they 
should  be  properly  stored  and  kept  so  as  to 
be  perfect  in  flavor.  We  have  many  kinds 
of  wines  at  many  prices,  and  each  is  the  best 
of  its  class.     Let  us  supply  your  table. 


No.  711:^. 


WINES 


LIQUORS 


When  You  Treat 

Your  Friends 

don't  give  them  any- 
thing that  will  make  them  sorry  they  met 
you.  It  doesn't  cost  any  more  to  get  the 
best  than  it  does  to  put  up  with  an  inferior 
article.  It  doesn't  cost  any  more  to  come 
here,  where  you  will  be  sure,  than  to  go 
somewhere  else  where  you  will  be  uncertain. 


No.  7114. 


M 

m 

& 

1     w^  \  \ 

,e7wv|1 

u|U 

DRV  J 

lii 

The  Dryer  The  Wine 


the  wetter  a  drink  it 
makes.  Our  fine,  old  Extra  Dry  Cham- 
pagne is  just  the  thing  for  your  table  on 
festive  occasions.  While  you  are  about  it 
give  your  friends  good  wine.  It  costs  no 
more  than  the  ordinary  kinds,  but  there's  a 
great  deal  of  difference  in  the  quality. 


No.  7115. 


When   You  Are 

In  A   Hurry 

just  telephone  us  and 
we  will  send  up  anything  you  want.  When 
company  comes  and  you  want  a  bottle  of 
wine  or  two,  and  want  it  quick,  here  is  the 
place  to  get  it.  The  service  will  be  quick, 
the  wine  exquisite  and  the  price  reasonable. 


No.  71  Ki. 


When  It's  Time 

To  Go  Home 


drop  in  here  and  call  for 
your  favorite  drink.  Bad  liquor  taken  just 
before  retiring  is  about  the  worst  thing  a 
man  can  put  in  his  stomach,  but  a  little 
good,  pure  whiskey  will  make  his  sleep 
better  and  make  him  feel  better  in  the  morn- 
ing.    Here  is  the  place  to  get  the  best. 


No  71  r 


If  You  Like 

Fine  Whiskey 

try  our  pure  Old  Ken- 
tucky Rye.  It  is  bottled  in  bond  and  the 
United  States  Government  guarantees  its 
age  and  purity.  There  is  no  better  whiskey 
to  be  bought  at  any  sum,  and  we  would  like 
to  have  you  come  in  and  try  it  and  take  a 
bottle  home  with  you. 


No.  7118. 


Hot  Scotch 


is  a  favorite  drink  with 
a  great  many  people  at  this  time  of  the  year. 
If  you  like  it,  drop  in  the  first  time  you  are 
going  by  and  let  us  make  you  the  finest  Hot 
Scotch  ycu  ever  tasted.  Our  Scotch  Whis- 
key is  unsurpassed. 


No.  7119. 


Night  Caps. 


A  great  many  people  are  fond  of  a  little 
something  to  drink  before  they  go  to  bed 
but  do  not  like  to  go  out  and  get  it.  The 
proper  thing  to  do  is  to  keep  it  in  the  house. 
We  make  a  specialty  of  the  night-cap  trade. 
Whatever  your  favorite  drink  may  be,  you 
won't  enjoy  it  nearly  so  well  if  it  doesn't 
come  from  here.  Put  it  to  the  test  and  you 
will  agree  with  us. 


No.  7120. 


A  Place  For  A  Gentleman. 


This  store  is  a  place  where  gentlemen 
congregate.  We  do  not  cater  to  the  unde- 
sirable class  of  customers,  and  take  every 
possible  pains  to  keep  our  store  free  from 
everything  objectionable.  We  want  the 
trade  of  gentlemen,  and  we  are  doing  every- 
thing we  can  to  get  it. 


No.  7121. 


Your  Favorite  Drink 


with  your  meals  is  sure 
to  be  found  here,  and  we  would  he  glad  to 
serve  your  table  with  anything,  from  bottled 
beer  to  champagne.  There  is  nothing  in 
the  whole  catalogue  of  wines  and  liquors 
that  you  cannot  find  here,  and  everything  is 
at  the  lowest  possible  price  consistent  with 
such  high  qualities. 


No.  7122. 


When  You  Go 

On  A  Picnic 


don't  forget  the  drink- 
ables. Come  around  to  us  and  let  us  give 
you  just  what  you  ought  to  have,  at  the  price 
you  ought  to  pay.  We  make  a  specialty  of 
putting  up  wines  and  liquors  so  that  they 
can  be  carried  safely  and  conveniently  and 
kept  at  the  right  temperature. 


No.  712:S. 


We  Want  To  Introduce 


you  to  a  whiskey  which 
we  think  you  will  agree  has  no  superior. 
We  control  it  exclusively  for  this  city.  In 
many  respects  it  is  far  superior  to  any  whis- 
key we  ever  handled.  Its  flavor  is  delicate 
and  delicious,  and  we  are  certain  of  its  per- 
fect purity. 


No.  7124. 


Tastes  Differ 


but  we  are  prepared  to 
suit  all  tastes  and  all  persons.  Do  not  think 
because  some  wines  and  liquors  cost  a  great 
deal  that  you  can't  afford  to  have  any. 
Many  good,  pure  wines  and  liquors  can  be 
bought  at  a  price  so  low  as  to  seem  almost 
ridiculous.  For  instance,  read  the  following 
list :— 


No.  7125. 


The  Next  Time 


you  give  a  dinner  party 
let  us  furnish  the  wine.  Nothing  is  more 
humiliating  than  to  have  poor  wines  or  to 
have  them  improperly  served.  If  you  feel  a 
little  bit  uncertain  about  your  knowledge  of 
the  matter,  come  in  and  consult  us  and  we 
will  tell  you  just  what  you  ought  to  have 
and  when  and  how  it  should  be  served. 


No.  712«. 


Some  People  Object 


to  wine  at  meals,  but  it 
is  generally  from  the  fact  that  they  confuse 
the  use  of  wine  with  its  abuse.  As  a  diges- 
tive agent,  it  is  true  that  wine  has  few 
superiors,  and  a  little,  good  wine,  while  it 
adds  zest  to  a  meal,  is  as  harmless  as  milk. 
If  you  are  among  those  who  have  entertained 
objections  of  this  character,  if  you  will  try  a 
little  of  our  California  claret,  we  are  sure 
you  will  change  your  mind. 


No.  7127. 


The  Matter  of  Time 


is  most  important  when 

it   comes    to   whiskey.      Whiskey  is 

bottled  in  bond  and  held  in  bonded  ware- 
house until  it  is  fully  aged.  This  fact  is 
certified  to  by  the  United  States  Govern- 
ment. If  you  want  to  be  sure  that  you  have 
the  finest  old  whiskey  going,  get . 


No.  9500. 


Don't  Waste  Money 

on  unreliable  or  uncer- 
tain liquors. 

None  but  the  very  purest  and  best  is  good 
enough. 

I  If  you  come  to  us  you  are  always  sure 
of  getting  the  best  for  the  reason  that  we 
personally  select  our  goods  from  the  pro- 
ducts of  the  finest  distilleries  in  the  country. 


No.  9507. 


Don't  be  Taken  in 

by    so-called    "cheap" 
liquors. 

It  is  easy  enough  to  imitate  any  liquor  or 
wine,  but  if  you  want  to  avoid  the  imitations 
and  always  be  sure  of  getting  the  real  thing, 
patronize  us. 


No.  95;J7. 


Men  Are  Boys  Grown  Up 


and    they    sometimes 
make  just  as  foolish  mistakes  as  boys  do. 

One  of  the  most  inexcusable  mistakes  that 
men  make  is  purchasing  their  liquors  any- 
where they  happen  to  see  a  liquor  sign. 
The  only  safe,  wise  and  economical  way  is 
to  patronize  the  store  where  you  know  you 
will^get  only  the  purest  and  best. 


No.  9547. 


We  Have  Reason 

To  Feel  Big 


over  the  fine  trade  in 
bottled  liquors  that  we  are  working  up. 

People  of  this  vicinity  are  gradually  find- 
ing out  that  our  bottled  goods  are  the  purest 
and  more  reliable  and  most  satisfactory 
goods  in  town. 

If  you  have  not  tried  them,  now  is  a  good 
time  to  begin. 


No.  9550. 


We  are  Here  to  Stay. 

We  are  not  in  business  for  a  day,  a  month, 
or  a  year.  We  are  building  up  a  life-time 
business,  and  we  know  that  the  only  way  to 
do  it  is  to  give  our  customers  the  finest  wines 
and  liquors  money  can  buy  at  the  lowest 
possible  prices. 


No.  9562. 


The  Size  of  the  Bottle 


is  no  indication  of  the 
quality  of  its  contents. 

A  big  bottle  of  poor  liquor  at  a  small  price 
is  a  bad  investment. 

We  give  you  just  as  big  a  bottle  as  we 
can,  but  we  make  sure  first  that  its  contents 
are  of  the  highest  standard  of  purity  and 
excellence. 


No.  9575. 


A  Harvest  of  Headaches 


is  what  you  will  surely 
reap  if  you  indulge  in  impure,  adulterated 
liquors.  Good,  pure  liquor  is  a  help  instead 
of  an  injury. 

We  have  a  full  stock  of  the  finest  liquors, 
and  we  want  you  to  give  us  a  chance  to 
show  you  just  how  good  and  satisfactory 
our  liquors  are. 


No.  9578. 


There  is  no  Use 

in  Preaching 

on  the  subject  of  liquor. 
Just  as  long  as  there  are  people  left  to  drink 
it,  liquor  is  going  to  be  sold.  The  great 
trouble  is  in  the  fact  that  a  large  proportion 
of  the  liquor  drunk  is  of  a  poor  quality  or 
badly  adulterated. 

Avoid  that  difficulty  by  becoming  one  of 
our  patrons. 


No.  9585. 


Time  Flies  Fast  Enough 


without  shortening  your 
life  by  the  use  of  impure  and  adulterated 
liquors. 

If  you  come  to  us,  you  will  always  be  safe. 
We  get  our  liquors  from  the  bonded  ware- 
house, and  their  purity  and  strength  is  guar- 
anteed by  the  United  States  Government. 
We  give  them  to  you  just  as  they  come  to  us. 


No.  9588. 


In  Puritan  Times 


there  was  a  law  against 
a  man's  doing  almost  anything  that  he 
wanted  to  do.  The  laws  and  customs  of 
that  day  have  passed  away,  and  even  the 
best  of  people  now  serve  wines  and  beers  to 
their  guests  and  have  them  on  the  table  for 
family  use. 

A  little  good  wine  and  beer  is  a  good  thing 
for  anybody.  We  make  a  specialty  of  J  fur- 
nishing some  of  the  best  families  in  town 
with  wines  and  beer  for  their  tables. 


No.  9589. 


Your  Bills  Will  be  Small 


for  doctors  and  drugs  if 
you  keep  a  little  good  liquor  in  the  house. 
Nothing  will  set  a  man  straight  so  quickly 
when  he  feels  a  little  out  of  shape  as  really 
good  liquor.  If  you  haven't  any  in  the 
house,  come  in  and  let  us  tell  you  what  you 
ought  to  have. 


No.  9590. 


You   Won't  Have 

Night=Mares 

if  you  take  a  little  night- 
cap of  good  whiskey  before  you  go  to  bed. 
It  will  make  you  sleep  soundly  and  you  will 
wake  up  in  the  morning  refreshed  and  in- 
vigorated. 

The  best  and  purest  whiskey  money  can 

buy  is  the Take  a  bottle  home  with 

you  to-night. 


No.  9621. 


The  Doctor  Will  Tell  You 


that  what  you  need  first 
is  a  little  stimulant.  Vou  ought  to  have 
known  that  yourself  without  paying  him  two 
dollars  to  tell  you.  Keep  a  little  good 
liquor  in  the  house,  and  when  you  feel  out 
of  sorts,  take  a  good  drink  of  it. 

It  is  wise  to  always  keep  a  bottle  of  our  Rye 
Whiskey  and  of  our  pure  Old  Tom  Gin  in 
the  house.  They  are  the  best  that  money 
can  buy,  and  the  price  is  very  reasonable. 


CATCH-LINES  AND 
HEADINGS, 

CLIPPED  FROM  EVERYWHERE. 

"A  little  wine  for  the  stomach's  sake" 
is  just  as  good  now  as  it  ever  was — but  it 
must  always  be  good  wine. 

The  more  fastidious  you  are,  the  better 
we  will  be  able  to  please  you — critical  peo- 
ple are  our  best  customers. 

We  want  your  trade  so  badly  that  we  are 
willing  to  pay  well  for  it. 


Do  you  know  the  wide  diflference  between 
pretty  good  whiskey  and  exquisitely  fine 
whiskey?     Come  in  and  let  us  show  you. 

There  is  a  cordial  warmth  and  an  agree- 
able, home-like  air  about  our  place  that 
can't  fail  to  please  you. 


Malt  and  hops   can't   be    brewed    into   a 
better  beer  than  the  famous  . 


Our  drink-mixers  are  regular  artists — 
their  productions  will  tickle  the  palate  of 
the  most  jaded  epicure. 

We  put  just  as  good  liquor  into  our 
mixed  drinks  as  we  sell  "straight."  We 
don't  follow  the  usual  custom  of  palming 
off  inferior  goods. 


THE  LKJUOK  BOOK. 

Our     customers    are    gentlemen.  You 

needn't  be  afraid  of  meeting  anybody  here 

that    vou    woukln't    welcome    to    your  own 

home. 

The  perfect,  immaculate  cleanliness  of 
everything  about  our  place  will  surely 
appeal  strongly  to  you. 


Poor  liquor  is  a  poison — pure  liquor  is  a 
health-building  tonic. 


If  you  were  as  careful  about  wliat  you 
drink  as  you  are  about  what  you  eat  you 
wouldn't  think  of  patronizing  anybody  else. 


Do  you  know  how  to  mi.\  the  punch 
properly  for  that  party  you  are  going  to 
give?     Come  in  and  we'll  tell  you  all  about 

it.  

Patronize  home  industries.  Drink  our 
California  wines — none  better  in  the  world. 


Our  beer  is  light,  pure,  sparkling  and  de- 
licious. 


Nowadays,  nearly  everybody  drinks  beer. 
Pure  beer  has  removed  the  former  prejudice 
against  beer-drinking. 


Do  you  know  how  refreshing,  strengthen- 
ing, and  altogether  delightful  a  cold  bottle  of 
beer  is  when  you  get  home,  hot  and  tired, 
from  your  day's  work  ? 


Our    tine    old Rye    makes   the    best 

night-cap  in  the  world.     Always  keep  a  bot- 
tle in  the  house. 


THE  LIQUOR  BOOK. 

If  you  like  to  mix  your  own  drinks  at 
home,  we  can  furnish  you  with  all  the  neces- 
sary materials. 

Of  course,  we  have  our  preferences,  but 
we  don't  try  to  force  them  on  you.  Your 
favorite  brand  of  whiskey  is  here. 


We  know  how  to  keep  our  beers,  wines 
and  liquors  just  cool  enough  and  just  warm 
enough,  and  you  know  how  important  that 


If  you've  never  been  in  here,  come.  If 
you  have,  we  know  we  don't  need  to  urge 
you  to  come  of  tener. 


"  Haven't  got  it "  and  "  Don't  know  how 
to  mix  it  "  are  two  answers  you  will  never 
get  here. 

The  proper  conduct  needs  long  experi- 
ence, just  the  same  as  any  other  business. 
And  we've  had  the  experience. 


Don't  buy   your   wines   and  liquors  hap- 
hazard— it's  dangerous. 


Adulteration,  the  crying  evil  of  the  age, 
is  particularly  rampant  in  the  liquor  busi- 
ness.    Avoid  all  danger  by  coming  here. 


You  know  what  physicians  say  about 
malt  extracts  and  how  frequently  they  pre- 
scribe them.     Good  beer  like  the  is 

nothing  more  nor  less  than  a  superior  malt 
extract. 


THE  LIQUOR  BOOK. 

Sickness  comes  unheralded.  Always  be 
prepared  with  a  little  good  whiskey  and 
brandy  in  the  house. 


The  widest  variety  of  the  purest  liquors 
at  the  lowest  prices. 


Our  big  business  enables  us  to  piake  big 
savings — and  we  give  you  the  benefit. 


Is  Uncle  Sam's  guarantee  good  enough 
for  you?  He  guarantees  the  age  and  purity 
of  the  famous whiskey. 

There's  a  vast  difiference  between  a 
smooth,  oily  whiskey  of  delicate  flavor  and 
the  raspy,  crude  kind  you  generally  get. 


There  are  many  pretty  good  whiskies, 
some  very  good  whiskies,  and  one  best 
whiskey.  

The  whiskey  is  made  right,  aged 

right,  handled  right,  and  is  right. 


Our  beer  is  refreshing  and  exhilarating, 
but  it  is  light,  mild  and  pure.  It  won't 
give  you  that  heavy,  sluggish  feeling. 


If  you  don't   sleep   well,  try  a   bottle  of 

our    beer    before   retiring.       You'll 

sleep  like  a  plough-boy. 


The    famous  gin    is   conceded  by 

medical  authorities  to  be  a  tonic  of  the 
highest  value.  If  you  feel  weak  and  "all 
run  down,"  give  it  a  trial. 


THE  LIQUOR  BOOK. 

A   thoroughly  good    beer,    pure  as  water 
and  harmless  as  milk. 


Your  wife  will  be  healthier  and  happier 
with  our  bottled  beer  in  the  house. 


Do  you  know  that  it  is  the  impurities  of 
liquor  that  cause  the  injurious  and  distress- 
ing  after  effects?  There  isn't  a  headache  in 
a  whole  barrel  of . 

Never  before  were  such  rich,  fruity, 
delicious  wines  sold  at  such  little  prices. 

Perfect  purity,  a  big,  generous  bottle,  and 
a  little  price.  Can  you  beat  that  combina- 
tion ?  

We  want  to  be  public  educators.  We 
want  to  show  you  how  wide  is  the  difference 
between  high-grade  purity  and  low-grade, 
adulterated  goods. 


We  are  making  new  friends  and  customers. 
High  quality  and  low  prices  are  bound  to 
win.  

It  costs  no  more  to  have  the  best  and  pur- 
est liquors— and  the  difference  in  satisfaction 
and  health  is  something  tremendous. 


Old  people  and  sickly  people  find  an  in- 
valuable tonic  and  aid  to  digestion  and  sound 
sleep  in  our  tine  California  wines. 


If  you  are  a  connoisseur  in  wines  and 
liquors  you  are  the  man  whose  trade  we  want 
and  this  is  the  place  you  have  been  looking 
for. 


THE  LIQUOR  BOOK. 

If  anything  you  buy  of  us  fails  to  please 
you,  and  you  think  you'd  rather  have  your 
money,  the  money  will  be  waiting  for  you. 


A  case  of  our  beer  will  be  a  case  of  pleas- 
ure and  satisfaction  for  you.  Tell  us  when 
and  where  to  deliver  it. 

If  we  furnish  the  contents  of  the  decanters 
on  your  sideboard,  your  friends  will  smack 
their  lips  appreciatively  and  throw  out  a  hint 
for  another  glass. 


Weak,    thin -blooded   people    will    find  in 
gin  a  tonic  and  blood-builder  without 


a  peer. 


Nobody  makes  a  wry  face  over  our  rye. 
It's  as  smooth  and  pleasant  as  a  tine  old 
whiskey  can  be. 

The  wines  you  should  serve  with  the  din- 
ner are  all  here,  and  will  gladly  post  you  on 
just  how  they  should  be  served. 

We  don't  claim  to  have  the  biggest  store 
in  the  world,  but  if  there's  a  choicer  or  more 
carefully  selected  stock  anywhere  within 
reach,  we'd  like  to  see  it. 


Lots  of  people  go  many  blocks  out  of  their 
way  in  order  to  patronize  us.  You  would, 
too,  if  you  were  acquainted  with  our  store 
and  goods. 

The   family    trade   is    what  we  are  after — 
'  and    we    deserve    it.     Your  table  and  your 
medicine  chest  both  need  us. 


THE  LIQUOR  BOOK. 

If  we  traveled  the  world  over  and  spent 
money  like  water  we  couldn't  offer  you  a 
finer  wine  than  this. 


It's  an  old  saying  that  "all  whiskey  is 
good,  but  some  is  better  than  others."  It 
should  be  added  that  there  is  one  best  of 
all,  and  its  name  is  . 


We  know  what  the  people  of  good  taste 
in  this  vicinity  want  in  the  way  of  drink- 
ables, and  we  take  care  that  they  get  it. 


We  have  been  handling  this  whiskey  for 
years,  and  we  know  all  about  it.  It  was 
always  good,  and  it  grows  better  all  the 
time. 


We  don't  try  to  see  how  big  a  bottle  we 
can  give  you  for  the  money,  but  how  much 
high  quality  we  can  get  into  the  bottle. 


We  are  experts  in  everything  that  is  good 
to  drink.  We  can  serve  you  much  more 
intelligently  and  satisfactorily  than  the 
ordinary  liquor  store  can. 

When  you  get  up  a  little  "stag  party" 
turn  the  arrangements  over  to  us  and  every- 
thing is  sure  to  go  smoothly. 


We  want  your  trade  for  all  the  time — not 
for  once  or  twice.  Therefore  we  are  care- 
ful to  give  you  the  very  best  for  your  money. 


Name  an  article  that  a  first-class  liquor 
store  ought  to  have  and  you'll  find  it  here — 
perfect  in  quality  and  low  in  price. 


THE  LIQUOR  BOOK. 

"  A  little  learning  is  a  dangerous  thing." 
Don't  patronize  people  who  "think,"  or 
"guess,"  or  believe.  Buy  of  the  man  who 
kno'vs. '  

It  is  possible,  by  the  use  of  chemicals,  to 
closely  imitate  both  the  appearance  and 
flavor  of  most  liquors  and  wines.  Our 
goods  are  the  real  thing — not  a  drop  of 
imitation  or  adulteration  comes  inside  our 
doors.  

Chemical  analysis  shows  that  Rye 

is  as  pure  a  whiskey  as  was  ever  distilled. 


You  may  say  what  you  will,  but  people 
are  bound  to  have  a  little  enjoyment  now 
and  then.  Our  pure,  wholesome  wines  and 
liquors  will  make  the  pleasure  harmless. 

When  you  want  a  suit  of  clothes,  do  you 
go  into  any  place  where  you  happen  to  see 
a  clothing  sign  ?  Certainly  not.  You  go 
to  the  best  place  you  know  of.  Use  the 
same  discriminating  judgment  in  buying 
your  drinkables. 

If  you  aren't  sure  about  what  you  want 
to  drink,  come  in  and  tell  us  how  you  feel 
and  we'll  give  you  something  that  will  touch 
the  spot.  

Don't  drink  the  heavy,  soggy  beer  that 
makes  muddy  complexions  and  bleary  eyes. 
beer  makes  bright  eyes,  clear  com- 
plexions, a  springy  step  and  a  nimble  wit. 


This  is  a  store  of  satisfaction  and  economy 
— a  store  where  you  get  just  what  you  want 
at  just  the  price  you  want  to  pay. 


THE  LIQUOR  BOOK. 

Anybody  can  claim  to  please  and  aim  to 
please  you,  but  we  know  that  we  can  please 
you  no  matter  what  your  taste  may  be  and 
no  matter  what  price  you  want  to  pay. 

When  you  are  too  warm  and  want  to  cool 
off  or  too  cool  aind  want  to  warm  up,  come 
in  and  consult  us.  We  have  just  the  drink 
you  need. 

A  little  good  pure  whiskey  has  staved  off 
many  a  cold,  many  an  attack  of  malaria  and 

grip.    Do  you  keep  our  celebrated  old 

rye  in  the  house  ? 


Keep   your  husband  at   home  nights    by 

seeing  that  a  few  bottles  of  our lager 

are  always  on  ice.     He'll  be  glad  to  stay  home 
then. 

Don't  you  feel  rather  cheap  when  com- 
pany comes  and  there  isn't  a  thing  in  the 
house  to  drink  ?  A  choice  little  stock  of 
wine  and  liquor  cost  but  little.  Come  in 
and  talk  it  over 


When  you  want  a  drink  you  want  it  very 
badly,  as  the  Texan  said  about  the  revolver. 
Don't  be  disappointed.  Always  keep  our 
rye  in  the  house. 

Remember  the  time  you  bought  that 
"  big  "  bottle  of  "cheap"  whiskey.  Vou 
have  either  got  it  yet  or  thrown  it  away, 
haven't  you  ?  Don't  be  caught  again.  Come 
to  us  and  get  the  purest  and  best. 


With  a  bottle  of  our  fine  old  California 
claret  and  a  little  cracked  ice,  you  can  bid 
defiance  to  even  this  torrid  weather. 


THE  LigUOK  BOOK. 

There  are  many  ways  of  catching  trade, 
but  only  one  way  to  hold  it — our  way.  And 
our  way  is  to  give  our  customers  the  best 
goods  money  can  buy,  at  prices  just  as  close 
to  first  cost  as  we  can  possibly  make  them. 

We  buy  only  of  leading  distillers  and 
brewers — men  whom  we  know  by  long  ex- 
perience to  be  perfectly  reliable. 

We  make  an  old  customer  of  every  new 
customer.  Nobody  can  resist  our  choice  old 
liquors  at  our  popular  prices. 


You  won't  be  troubled  with  the  morning 
visits  of  old  RE.  Morse  if  you  stick  to  our 
pure,  healthful  liquors. 


The  absolute   purity  of beer  and 

the  conditions  of  perfect  cleanliness  under 
which  it  is  brewed  should  recommend  it  to 
every  discriminating  beer  drinker. 


When  "the  drinks  are  on  you"  bring 
your  friends  here  and  the  occasion  will  be 
doubly  enjoyable  to  all  concerned. 


At  times  when  you  are  jaded  and  worn 
and  feel  that  life  isn't  worth  living,  drop  in 
and   take   a   drink   or   two   of    our    rare  old 

rye    and    you'll    soon    change    your 

mind. 


Your  wife  enjoys  the  good  things  of  this 
life  just  as  well  as  you  do.  A  few  bottles 
of  her  favorite  wine  should  be  always  in  the 
house.  It  will  rest  and  cheer  her  after 
many  a  hard  day's  work. 


THE  LIQUOR  BOOK. 

We  don't  buy  goods  because  they  are 
cheap,  or  because  they  are  highly  recom- 
meiuled,  or  because  they  bear  a  good  reputa- 
tion. We  buy  only  that  which  proves,  upon 
personal  investigation,  to  be  absolutely  and 
positively  the  best. 

We  have  some  choice  old  liquors  that  have 
been  in  our  hands  for  years.  They  were 
pure  to  commence  with,  and  have  of  course 
greatly  improved  with  age.  Just  the  thing 
for  medicinal  purposes. 


We  have  about  a  dozen  different  kinds  of 
old  California  wines.  Come  in  and  let  us 
tell  vou  all  about  them. 


If  you  like  a  cocktail  in  the  morning, 
come  here  and  you'll  get  one  that  is  made  as 
a  cocktail  should  be  made. 


When  in  doubt,  consult  us.  We  have  all 
kinds  of  wines  and  punches  and  mi.xed 
drinks  right  at  our  fingers'  ends. 


The  I'uich  are  always  healthy  and  strong 
and  robust  because  gin  is  their  national 
drink  and  their  chief  medicine.  Our  fine 
old  Holland  gin  is  a  tonic  that  can't  be  beat. 


Brew  a  "hot  Scotch"  these  cold  nights 
before  going  to  bed.  It's  an  easy  drink  to 
make  and  a  delicious  one  to  drink,  and  we 
have  a  Scotch  that  will  make  it  doubly 
delightful. 


THE  LigUOR  BOOK. 

To  lovers  of  ale  we  recommend  — 


\Ve  have  it  on  draught  or  in  bottles.     It's  a 
fine  old  mellow  ale  of  perfect  purity. 

When  the  doctor  says  "  a  little  whiskey," 
remember  that  he  means  pure  whiskey,  and 
that  our  whiskey  is  purity  itself. 


Beer  by  the  case,  delivered  as  you  want 
it,  costs  but  little.  In  no  other  way  can  you 
get  so  much  pleasure  and  comfort  for  your 
money.  _ 

Some  of  our  customers  have  been  taking 

beer  from  us  for years.     Surely  that 

proves    that    we    are  giving   them   the   best 
service  for  their  money. 


Good  whiskey,  judiciously  used,  has  cut 
many  an  attack  of  sickness  short,  and  saved 
many  a  big  doctor's  bill. 


Good  health  and  poor  liquor  never  dwelt 
together.  Avoid  all  danger  by  patronizing 
us  regularly.  Nothing  impure  or  adulterated 
ever  gets  in  here. 


There  is  no  economy  in  inferior  liquors — 
especially  when  you  can  get  the  best  and 
purest  at  our  little  prices. 


Any  doctor  will  tell  you  that  good  beer  is 

an  e.xcellent  thing  with  your  meals.     

beer  is  the  best,  purest  and  most  satisfying 
table  beer  ever  brewed. 


Daily  Sales  and 
Advertising  Record 


A  concise  record  of  your  daily 
sales  and  the  daily  cost  of  your  ad- 
vertising will  be  found  invaluable. 
For  this  purpose  the  following- 
twelve  pages  have  been  arranged." 
Very  little  time  will  be  required  to 
keep  this  record,  the  form  being 
the  simplest  possible. 

After  you  have  kept  it  carefully 
for  a  few  months,  you  will  find 
that  it  will  indicate  with  a  good 
deal  of  certainty  just  what  your 
advertising  is  doing  for  you. 

The  longer  you  keep  it,  the  more 
interesting  and  valuable  it  will  be- 
come, and  the  more  incentive  there 
will  be  to  make  each  month's  busi- 
ness exceed  that  of  the  preceding 
month,  or  that  of  the  correspond- 
ing month  of  the  preceding  year. 

Try  it.  Commence  with  yester- 
day's sales — not  with  to-morrow's. 


THE  LIOUOR  BOOK. 


Record  of  Advertising  Contracts 


With 

Ti7nc, 

Space,  

Price, 

Aiiiount, 
Expires^  .. 

With 

Time, 

Space, 

Price, 

Amozi7it,  . 
Expires, 

Remarks . 


THE  LIQUOR  BOOK. 


Record  of  Advertising  Contracts 


With 

Time^ 

Space,  

Pi'ice, 

Amount, . 
Expires,  . 

With 

Time, 

Space, 

Price, 

Amount,  , 
Expires,  . 

Remarks , 


THE  LIOUOR  BOOK. 


Record  of  Advertising  Contracts 


With 

Tmie^ 

Space,  

Price, 

Amount, . 
Expires,  . 

With 

Time, 

Space, 

Price, 

Amount, 
Expires, 

Remarks . 


THE  LIQUOR  BOOK. 


Record  of  Advertising  Contracts 


With 

Time, 

Space,  

Price, 

Amottnt, . 
Expires,  . 

With 

Tifne, 

Space, 

Price, 

Amount, . 
Expires, 

Remarks 


THE  LIQUOR  BOOK. 


Record  of  Advertising  Contracts 


wak._ : 

Timey 

SpacCy  

Pricey 

Amounty  ., 
ExpireSy  ... 

With 

TifnCy 

Space, 

Pricey 

A  77101171 1,  

ExpireSy 

Remarks  : 


THE  LIQUOR  BOOK. 

Record  of  Advertising  Contracts 

With : 

Time, ._ 

Space,  

Price, 

Amount, _ 

Expires, 

With _ 

Time, 

Space, 

Price, 

Amoicnt, 

Expires, 

Remarks : 


THE  LIQUOR  BOOK. 

Record  of  Advertising  Contracts 

With 

Thne, 

Space,  

Price, 

Amount, 

Expires, 

With „_ 

Ti?ne, 

Space, ; 

Price, 

Amount, 

Expires, 

Remarks  : 


THE  LIOUOR  BOOK. 


Record  of  Advertising  Contracts 


With 

Time, 

Space,  

Price, 

Amount, . 
Expires,  . 

With 

Time, 

Space, 

Price, 

Am,ount,  . 
Expires, 

Pemarks . 


THIS  YEAR-«T-A.ITTJ-A.Rr2"-LAST  YEAR 

SALES 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising).  $  DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $  DECREASE  (Sales),  $ 


LAST   YEAR- 


3 

4 

5 

6 

7 

8 

9 
lO 
11 
13 
13 
14 
15 

IG 

17 

18 

19 

20 

21 

23 

23 

24 
25 
2G 
27 
28 


SALES 


-FBBI?,TJ-A.R"5r-THIS    YEAR 

ADVERTISING 


ADVERTISING 


SALES 


Total, 


INCREASE  (Advertising),  $  DECREASE  (Advertlsiag).  $ 

INCREASE  (Sales).  $  DECREASE  (Sales),  $ 


LAST  YEAR-I^-A^ROH-THIS 

YEAR 

SALES 

ADVERTISING 

SALES 

ADVERTISING 

1 

o 

3 

4 

5 

G 

7 

H 

9 

lO 

It 

12 

13 

14 

15 

IC 

17 

18 

19 

20 

21 

22 

23 

24 

25 

2G 

1 
1 

27 

1 

28 

. 

29 

30 

31 

Total 

1 

INCREASE  (Advertising).  $ 
INCREASE  (Sales)      $ 


DECREASE  (Advertising),  S 
DECREASE  (Sales).     $ 


LAST  YEAR  --A.IE'IIIXj-THIS  YEAR 


ADVERTISING 


Total, 


ADVERTISING 


INCREASE  (Advertising),  $ DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $ DECREASE  (Sales),  $ 


LAST  YEAR    -    iL^    .A.    T    -    THIS 

YEAR 

SALES 

ADVERTISING 

SALES 

ADVERTIS 

NG 

1 

3 

. 

3 

4 

.% 

G 

7 

H 

9 

lO 

11 

13 

13 

14 

15 

16 

17 

IH 

• 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

31 

Total, 

INCREASE  (Advertising).  $ 
INCREASE  (Sales).     S. 


DECREASE  (Advertising),  $ 
DECREASE  (Sales).     S 


LAST   YEAR  -    J"    XJ    nsr    E  -  TMIS    YEAR 


SALES 


Total, 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  (Advertising).  $ 
INCREASE  (Sales).     $. 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


3 

4 

5 

6 

7 

8 

9 

lO 

11 

12 

13 

14 

15 

16 

17 

18 

19 

SO 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 


LAST  YEAR    -    J"  TJ  Ij  TT    -   THIS   YEAR 
SALES  ADVERTISING 


ADVERTISING 


Total, 


INCREASE  (Advertising).  $ 
INCREASE  (Sales).     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales),     $ 


3 
-1 

5 
G 
7 
8 
9 
lO 
11 
12 
13 
14 
15 
16 
17 
18 
19 
20 
21 
22 
23 
21 
25 
26 
27 
2H 
29 
30 
31 


LAST  YEAR--'^"CrG-XJ  ST-TH IS   YEAR 

ADVERTISING 


SALES 


ADVERTISING 


Total, 


INCREASE  (Advertising),  $ 
INCREASE  (Sales),  $. 


DECREASE  (Advertising),  $.. 
DECREASE  (Sales),  $ 


LAST  YEAR-SE:E'rrE3Vi:BER-THIS  YEAR 


SALES 


Total, 


ADVERTISING 


ADVERTISING 


INCREASE  (Advertising),  S 
INCREASE  (Sales),     $ 


DECREASE  (Advertising),  $ 
DECREASE  (Sales).     $ 


LAST  YEAR-OCa?OBBR-THIS  YEAR 

SALES 

ADVERTISING 

SALES 

ADVERTISING 

1 

2 

3 

■I 

5 

G 

7 

8 

9 

lO 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

23 

23 

24 

j 

25 

1 

2G 

27 

28 

29 

30 

1 

31 

1 

Total 

II 
II 

INCREASE  (Advertising),  $ DECREASE  (Advertising),  $ 

INCREASE  (Sales),  S  DECREASE  (Sales).  $ 


LAST  YEAR-lSrO'VEnyEBErt-THIS  YEAR 
AOVE-RTISING 


3 

4 

A 

C 

7 

8 

9 
lO 
11 
12 
13 
14 
15 
IC 
17 
18 
19 
20 
21 
22 
23 
24 
25 
26 
27 
28 
29 
30 

Total, 


SALES 


ADVERTISING 


INCREASE  (Advertising).  $ DECREASE  (Advertising).  $ 

INCREASE  (Sales),  $ DECREASE  (Sales).  $ 


LAST  YEAR-I3E30E335va:BElR-THIS  YEAR 


Total, 


SALES 


ADVERTISING 


SALES 


ADVERTISING 


INCREASE  ^Advertising),  $ DECREASE  (Advertising),  $ 

INCREASE  (Sales),  $ DECREASE  (Sales\  $ 


TH&. 
LIQUO^peOOK 

By  CHARLES  AUSTIN  BATES 


rfM 


m 


.3ti' 


■i^'-ifW:'^ 


•&' 


